AA Insurance and McCann New Zealand have launched a new campaign, ‘Born ready’.
The campaign puts a child in the driver’s seat and let them loose in an imaginary world, targeting young drivers and their worried parents.
The ad opens with a (very) young protagonist confidently driving in a dream-like car, passing through the imaginary world aptly named ‘Hazard City’, filled with confusing roundabouts, sheer cliff faces and intimidating motorways.
Despite his seemingly jeopardy-filled journey, the young driver is enjoying his road trip, eventually arriving home safe; where the viewers’ point-of-view switches to the eyes of his mother. It is revealed to the viewer ‘Hazard City’ was in fact the mother’s imagination the whole time, and the driver is her teenager, not the imagined pre-schooler.
We’ve got them covered
AA Insurance head of brand, content and sponsorship Minna Reinikkala says it was important the campaign showed how we relate to the inner panic parents have when they watch their children grow and get more independent with their driving.
“Watching your child drive away – no matter their age – can be worrying. Do they know the best way, will they check their side mirrors when changing lanes, will they freak out at that narrow lane on the harbour bridge, will everyone else drive safe around my baby? We want to encourage parents to embrace this milestone and show them their young driver has this – and we’ve got them all covered, with AA Insurance’s car insurance,” she says.
A key element of the campaign is the deeply human feel it emanates. McCann NZ’s executive creative director Rory McKechnie says that rather than creating a perfect digital world, they worked with New Zealand director Joel Kefali who built Hazard City by hand, piece by piece.
“We wanted to make the imagined dangers of driving on New Zealand roads feel as real as they do in a parent’s mind. The team balanced real fear with imagined situations, handmaking all elements seen throughout the ad before shooting them on camera. This resulted in a tactile world that felt real even if the scenes had a touch of the fantastical to them.
“From heavily trafficked roundabouts pulled by unseen hands to painstakingly assembled stop motion clouds, even down to the noises heard throughout, everything was made by a team of talented humans. It gives the campaign a tactile, human quality that feels particularly relevant at a time when we’re surrounded by increasingly synthetic and AI-generated content,” McKechnie adds.
‘Born ready’ launches on Monday, August 24 across television, magazine, outdoor, digital and social media.
Credits
Client: AA Insurance
- Chief marketing & product officer: Shaun Rees
- Head of brand, content & sponsorship: Minna Reinikkala
- Brand lead: Cayden Crombie
Agency: McCann NZ
Production company: Good Oil
- Director: Joel Kefali
- Managing director: George Mackenzie
- Executive producer: Andrew McLean
- Producer: Mark Foster
- Production designer: Neville Stevensen
- DOP: Adam Luxton
- Editor: Luke Haigh
- Colourist: Matic Prusnik
- Online: Stuart Bedford
- Music – Born Free Licensed via Franklin Road
- Sound design – Miller Yule, McCann
- BTS director: Adam Page
- Still photographer (Loupe): Frances Carter
Media agency: OMD NZ
The post AA Insurance and McCann NZ launch new campaign appeared first on stoppress.co.nz.
Discussion about this post