Youtube VideoThe NZTA and Clemenger BBDO have been pushing the advertising envelope recently. It released the most popular ad of 2011 at the end of last year, Legend, and followed that up with a controversial 'you're on candid camera!' campaign to draw attention to drugged-driving at the start of 2012. And, as part of its summer push to reduce the road toll, they've taken a rather patriotic, jingly, kitschy approach to fighting driver fatigue, with three 15 second ads that showcase some of New Zealand's classic and/or cringey town signs/tourist attractions to the tune of some down-on-the-farm Kiwi songs.
As the NZTA website says: "Our fatigue campaign aims to have people acknowledge that tiredness experienced when driving can be dangerous. It alerts drivers to the symptoms that tell them they're not safe behind the wheel. The campaign promotes solutions and encourages people to consciously plan their journeys rather than focus on getting to their destination."
While the industry focus is often placed on flashy bits happening on the surface, Contact Energy chief customer officer Vena Crawley says it's often the hard graft beneath the surface that makes the difference.