A KiwiPlates, Saatchi & Saatchi love story

Personalised number plates company KiwiPlates have launched a new campaign with Saatchi & Saatchi. 

A sweet love story set against the nostalgic backdrop of a roller skating rink, the spot features the classic love song, I Love You Always Forever by Donna Lewis. 

It shows how personalised plates can represent something truly meaningful in people’s lives, marking a new approach for the brand. 

KiwiPlates Marketing Manager, Karl Plank says: “Plates are commonly known for being fun and getting attention, but many people get them to celebrate things that are important to them. 

“We wanted to shine a light on this aspect of personalised plates as a way to reach people who might not have considered one before.”

Saatchi & Saatchi CCO, Steve Cochran says: “Connecting brands with people through emotional storytelling is what we as an industry always want to be doing. If there was ever a brief that asked for just that, this was it. Tell a meaningful story about a license plate.”

Director at Sweetshop, Zoe McIntosh says: “I loved making this spot. As a 90s kid I can relate far too well to all that awkwardness, all those bad fashion choices, and feeling all those buzzy feelings that are so prevalent in the script. 

“The heart of this spot is an authentic, human and emotive truth that anyone, no matter how old, can relate to.”

The ad was filmed during the night at a skate rink in Glenfield. 

Both 60 and 30 second versions launched to coincide with the Tokyo Olympic Games.



Company: KiwiPlates

Managing Director: Mark Wilson

Marketing Manager: Karl Plank

Marketing Coordinator: Christie McPherson


Creative agency: Saatchi & Saatchi NZ

Chief Executive Officer: Mark Cochrane

Chief Creative Officer: Steve Cochran

Executive Agency Producer: Jane Mill

Copywriter: Rebecca Sharp

Art Director: Matthew Aitken

Chief Strategy Officer: David McIndoe 

Group Business Director: Nick Bulmer

Business Director: Kate Gyde 

Business Executive: Zoe Lloydd


Production company: Sweetshop

Director: Zoe McIntosh

Executive Producer: Ben Dailey

Executive Producer: Kate Roydhouse

Producer: Anna Stuart

DOP: Marty Williams

Editor: Julian Currin

Grade: Dave Gibson

Online: Stu Bedford

Music: “I Love You Always Forever” written and recorded by Donna Lewis 

Music search and licensing: Jonathan Mihaljevich, Franklin Rd 

Audio post mix: Stefaan Van Leuven, Franklin Rd

Media Agency

Media Agency: Zenith

Group Business Director: Susan Benseman

Digital Business Manager: Tonga Snook

Business Manager: Kim Gribble

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