Another missing animal: BP helps reunite a bunny with its owner in endearing brand ad

  • Advertising
  • June 2, 2015
  • StopPress Team
Another missing animal: BP helps reunite a bunny with its owner in endearing brand ad

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

Client: BP
Product: Brand
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 

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.

Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

Read more
Next page
Results for

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!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


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

View Media Kit