Smart cars have dumb moments: MAS and Yarn launch new campaign

Insurance and investment company Mas has launched a new motor vehicle insurance campaign.

Created by independent creative agency Yarn, the campaign centres on the task of reversing into a carpark. But as anyone with a fairly new car knows, that’s often when things can turn chaotic.

In the launch TVC, a driver is hit with a barrage of beeps, chimes and warning alerts that quickly turns a routine parking manoeuvre into a collision course. A relatable reminder that even smart technology can still make very human mistakes.

Matt Sellars, Yarn’s co-executive creative director and partner, says: “No matter how advanced the technology gets, it still has its flaws. Plenty of drivers will understand how overwhelming and distracting those sensors can be when they all kick off at the same time.

“This campaign taps into this comedic irony of the very tech designed to keep us safe becoming the thing that ends up causing the collision.” 

Noticeable impact

Laura Stephenson, Mas head of marketing, says: “The moment we discussed this idea, we knew the feeling. It’s a very relatable and light-hearted way to show how Mas offers members the assurance and reliability their car’s technology doesn’t always deliver.

“We automatically include cover for things like windscreen and key replacement as standard. And if you do end up in a fender bender, we’ll even let you choose your own local repairer.” 

Shot with contemporary, understated humour, the campaign was brought to life by Reel Factory and director Alex Sutherland, with stills captured by photographer Graeme Murray.

After just one week in market across TV, radio, OOH, digital and social, the campaign has already had noticeable impact with a 15% uplift in motor vehicle insurance quotes.