If two recent additions to the Kiwi advertising canon are anything to go by, then it would appear that New Zealanders have difficulty keeping track of the whereabouts of their four-legged co-habitants.
Following on from Vodafone's recent spot chronicling the struggles of a courier driver trying to locate the owner of a piglet named Piggy-Sue, BP is now also pulling at the heartstrings with a 90-second spot that shows a motorcyclist going to extreme measures to reunite a bunny with its owner.
This is the first major brand ad that BP has launched in the local market since the 'Be Road Happy' campaign, which was released in 2011 shortly after the unveiling of the Z Energy brand.
Conceptualised by Ogilvy and shot by Rob Sarkies from Waitemata Films, the new spot ties BP's revamped positioning 'Go your way' to the local market with a distinctly Kiwi story that gives a nod to the beauty of the nation's landscape while simultaneously showcasing the capabilities and reach of the petrol company's network.
“We want to reconnect with New Zealanders, show them our personality and how proud we are to be part of New Zealand’s fabric," said BP national marketing manager Leigh Taylor in a release. "Our new platform centres on the telling of stories. Our forecourts are as much meeting places as they are quick and easy locations to fill up. We play a part in many New Zealand road trips and journeys.”
Ogilvy & Mather creative group head Richard Loseby echoed these sentiments, placing emphasis on the Kiwi flavour of the spot:
“We wanted to show BP as a place where communities can rally together to make amazing things happen, so the brand is very central to the script. In the end it’s a delightful Kiwi story, well told, beautifully shot and with lovely performances you can’t help but watch over and over.”
The TVC launched across TV channels on Sunday and BP says that there will be further iterations across other channels as the campaign rolls out in the coming weeks.
Campaign: BP ‘My BP Story’ – Peter and the Rabbit
Date live: 31st May 2015
National Marketing Manager: Leigh Taylor
Senior Marketing Specialist: Simon Grigor
Agency: Ogilvy & Mather New Zealand
Creative Directors: Richard Loseby, Martin Hermans
Senior Writer: Richard Loseby
Art Directors: Martin Hermans, Billy McQueen
Creative team: Richard Loseby, Karl Fleet, Martin Hermans, Billy McQueen
Planning Director: Debby Giness
Group Account Director: Maggie Antone
Account Director: Eduardo Hernandez
Senior Account Manager: Neil Walker
Head of TV: Amanda Kabel
Film Production Company: Waitemata
Director: Rob Sarkies
Producer: Julie Elstone
DOP: Andrew Commis
Editor: Tim Mauger
BP VFX Supervisor: Martin Spencer
Colour Grader: Dave McLaren
VFX Creature Post: Lakshman Anandanayagam
Animal Wrangler: Animals on Q – Jazmin Vette
Music Composition: Liquid Studios – Peter Van Der Fluit