Nostalgia gets the better of bad decisions in the latest ad for NZTA's 'Legend' campaign

  • Advertising
  • June 21, 2017
  • StopPress Team
Nostalgia gets the better of bad decisions in the latest ad for NZTA's 'Legend' campaign

Playing on the emotions of male camaraderie, the New Zealand Transport Agency and Clemenger BBDO's latest ad shows how drink driving could stop you from living your fullest life.

The video shows the story of Rats, who's described as "a real-life, non-acting, true-blooded lovable rogue, with hair to match". As he leaves a party and prepares to drive home in an intoxicated state, he sees a green motorbike helmet which sets off a series of fond memories Rats has with his friends, which include dirt biking in the woods, shooting beer bottles, mud wrestling and driving around on a track.

After weighing up his decision to drive with what he could be risking in exchange, Rats ultimately chooses not to get behind the wheel and stays over at his friend's house instead.

Directed by Nick Ball of production company Finch, 'Rat's Tale' focuses on friendship and camaraderie by highlighting how an injury could compromise the time that could be had with mates out hunting, riding and hooning around. The spot targets provincial males and reminds those who relate to Rats that they need their bodies to live the full-on lives they love.

"Research told us these guys push the limits with everything they do, including driving drunk," says NZTA's Rachel Prince. "They don’t want us telling them what to do or making them feel bad for making the wrong call. We had to find a way to make the right call more appealing.”

 Brigid Alkema, executive creative director of Clemenger BBDO, says to get the message across, the piece was going to rely heavily on finding the right character.

"Nick and his team did a brilliant job in finding our guy, we wanted the real thing and we got him. I think we have something authentic and charming that hopefully, the audience will love…and proudly own," she says.

Finch's Nick Ball adds that it was "a rare opportunity to work with such a brave and confident agency and client team with such a heritage of great and compelling award-winning work".

"I've had a blast getting stuck into Rats’ rather unique world – it was an eye-opening, somewhat confronting experience from beginning to end – but I hope the authenticity of our world carries the message and delivers on what was a pretty fun piece of film to make.”

The NZTA's ‘Legend’ campaign first launched back in 2011 with its infamous ‘Ghost Chips’ spot, and has targeted different drink driving audiences over the years through a variety of media channels. In 2012, NZTA targeted the role family members could play in stopping drink driving, while in 2014, it showed how old-timers could help stop young drivers from making bad decisions.

Credits
Agency: Clemenger BBDO | Touchcast
Client: NZ Transport Agency
Production Company: Finch
Sound Design: The Coopers
Media: OMD Wellington

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Acquire Online celebrates five years of programmatic jostling

  • Media
  • September 21, 2017
  • StopPress Team
Acquire Online celebrates five years of programmatic jostling

This week, Acquire Online blew out five candles on its birthday cake – which is no small feat in the rapidly moving tech space. We caught up with directors Chris Schultz, Simon Healy and Anthony Ord to find out how they got this far and where they plan on going next.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit