NRMA Insurance recruits the help of an Aussie Pavlova in new holiday spot via Colenso BBDO


NRMA Insurance has launched its latest Christmas campaign via Colenso BBDO, delivering an important reminder to holiday drivers that too often we forget what’s precious – our children.


The film, directed by Steve Rogers, follows a family on Christmas Day carefully transporting the center piece pavlova on a journey to lunch at Gran’s house. We’re then sharply reminded that we’ve all been guilty of this exact scenario, cautiously driving to protect something that’s completely meaningless and unimportant like a cake, a new plant or take-away dinner, but what we should actually be paying attention to is how we drive with our children in the car.

The holiday campaign covers cinema, OOH, digital and a human behavioral experiment. The campaign was crafted with an integrated agency team from Mindshare and Thinkerbell.

Says Brent Smart, chief marketing officer, NRMA Insurance: “This is a helpful brand act at Christmas with a simple message – it’s one of the busiest times of the year, remember to drive safely.”

NRMA Insurance is delivering this road safety message at the most dangerous time of year for drivers. December has been the worst month for road trauma over the past 29 years. With drivers travelling longer distances, often on unfamiliar roads and with so much occupying their minds, NRMA Insurance wants to ensure we’re all taking care on the roads these holidays.

Says Nick Worthington, creative chairman, Colenso BBDO: “It’s a simple insight, and one that everyone seems to connect with. We all do it, we drive ridiculously carefully with a cake, coffee or in my case Wonton soup on the passenger seat, and we don’t think twice about driving way faster with our kids. It doesn’t make any sense, which is the whole point.”

A part of the integrated campaign, OOH photography was shot by James Tolich. Children’s eyes piercingly looking at camera, the OOH campaign reminds drivers on the roads to protect what’s precious, their children in the backseat.

As part of IAG’s agency roster, this is the first piece of work from Colenso BBDO for NRMA Insurance. Currently Colenso BBDO is the lead creative agency for IAG NZ. The Monkeys remain the lead creative agency for IAG in Australia.

Client: NRMA Insurance, IAG AU
Chief Marketing Officer: Brent Smart
Marketing Director: Sally Kiernan
Creative & Innovation Lead: Elizabeth Stokes
Creative & Innovation Specialist: Danielle Picker

Creative Agency: Colenso BBDO
Media Agency: Mindshare, AU
PR Agency: Thinkerbell
Stills Photographer: James Tolich
Production Company: Revolver / Will O’Rourke
Director: Steve Rogers
Managing Director / EP: Michael Ritchie
EP/Producer: Pip Smart
DOP: Mandy Walker
Post Production: The Editors
Editor: Alexandre De Franceschi
Colourist: Trish Cahill
Online: Richard Lambert
Sound Design: Franklin Rd
Sound Engineer: Shane Taipari
Music company: Soundtree Music Limited
Track Title: Drive Home
Composer: Luis Almau
Soundtree producer: Jay James
Published by Soundtree Music Publishing Limited