NRMA Insurance reminds Australians to stay safe on the roads this Christmas with new film via Colenso BBDO, shot by Juan Cabral
NRMA Insurance, with Colenso BBDO, are launching Sleeper, a new film reminding Australians to stay alert and safe on the roads these holidays.
The Christmas campaign captures a dreamlike vision of the quintessential road trip. Directed by Juan Cabral of MJZ, in partnership with FINCH, it follows the story of a family travelling along the Australian highways at night before reaching their grandma’s house at daybreak.
Along the journey, we see our family – a mum behind the wheel and her two daughters – drift into peaceful slumber as we’re transported into a familiar-looking analogue world, but one populated with self-driving cars. We follow their peaceful road trip as the family’s car threads its way across bridges, intersections and spaghetti junctions, before delivering the family safely into the arms of grandma.
Says Cabral: “It truly felt like a small crew shooting a short film, everyone waiting for the moon to do its thing. Nick and the Colenso team were really championing the nuances of long road trips… embracing the mystery of the night and sleep. The cast was lovely, including the kangaroo that came to say hi for a little cameo.”
Says Nick Worthington, creative chairman, Colenso BBDO: “It’s not often brands take the time to tell a proper story these days, but it’s stories that people love. This cautionary tale, told brilliantly by Juan Cabral, takes us on a magical journey into the near future, while simultaneously keeping one foot in the past. It’s a simple and timely reminder for us all to take care on the roads these holidays.”
Sleeper launches this week, across TV, cinema and online.
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
FINCH
Producer – Cath Anderson
Executive Producer – Loren Bradley
Executive Producer – Rob Galluzzo
MJZ
Director – Juan Cabral
DOP – Eric Gautier
President / Executive Producer – David Zander
Executive Producer – Emma Wilcockson
Editor – Emiliano Fardaus
Colourist – Ricky Gausis
Online – Blockhead VFX
Music Supervision & Licensing – Jay James, Soundtree Music
Sound Design – Parv Thind, Wave Studios UK
Producer – Beth Tomblin, Wave Studios UK
34 Comments
Clearly big budget, MJZ and a pretty good idea.. and it still feels lo-fi and pretty average. I should’ve felt everything and I really felt nothing. Eeek.
This brand cares about film and what it takes to make it quality. Well done
Beautiful film. The soundtrack really elevates it. That kangaroo just showed up? Lucky bastards.
well done – grows on you and takes its time – memorable
Officially knows how to do film. Lovely work.
My only gripe is that their last piece of advertising for Caravan Insurance was – beyond selling Caravan Insurance – about supporting rural, Australian economies. Doing the ‘right thing,’ etc. And with that – I do really wish they hadn’t used an American production company and big International director and continued to support Australian talent with this campaign. The two biggest paying jobs on set (Director and DOP) went off-shore in one the hardest years for Aussie filmmakers ever. (Plus no doubt the MJZ cut.)
Especially this year with COVID, I do wish this stayed local. The last couple of NRMA films prove that Aussie’s can official punch above their weight in an International forum – both creatively and in film execution. So – why aren’t we continuing to prove that? Honestly, other than an MJZ circle-jerk. Why didn’t this job stay creatively local? So many talented Directors’ and Prod. Companies could have gained so much. Especially this year.
I couldn’t agree more. No need to have gone outside the country for this…
A long, long journey. Great craft. But so much of it you lose the clarity and humanity that could have been there.
Left me falling asleep. I love the craft and there’s definitely an idea in it and it feels like it should be great. And then it’s not. It’s a just a bit nothing.
Though I must say I felt like I was in America, until the random kangaroo.
I agree with NRMA! How could they give this piece of business to an offshore company? It doesn’t matter what the film is like, this client should not tout being “local” as part of their brand and then give their branding to an American company. It may say Finch, but it’s really MJZ.
Why is she driving an automatic car at the start?
Class bit of film, and a memorable twist on the usual Christmas driving fare. I look forward to a leaner edit. Hope it works.
The overuse of Australian icons to distract you from American actors.
Btw, did no one tell the marketing team that people don’t stick around for ad reveals? They are clearly friends with Mark Ritson, yet this lacks any codes.
Every dollar on this campaign is wasted.
When did advertising become art for arts sake?
Sorry, American actors?? We live in Campbelltown NSW (mother of the girls) . And rest of the actors were Aussie too.
Can you tell me where it was filmed? It looks like Canberra.
Have NRMA moved away from HELP?
That is total and utter madness. Its not included in the last few tv ads they PR’d. A sign of a schizophrenic brand that lacks consistency.
And why do they only do film? Apart from that waste of money game idea, they seem very backward considering the marketing department always talk about how innovative they are.
Sorry, but any idea which finishes with a line “Until …blah, blah…” is a sign of a weak script. It basically means, I’ll show you something that is an exaggeration of the truth so we can flex our creative muscle and then finish with line that un-does what you’ve been made to watch.
This a result of a weak client been wooed by a famous, very expensive director to produce an ordinary script.
Even the editorial and sound was taken out of the country on this massive job. Fuck, we’ve had a hard enough year as it is. Thanks, Finch.
This brand is all over the road like a driver asleep at the wheel….
Guessing Monkeys have been treated like M&C Saatchi were.
Agree with the comments about taking this offshore. Some brilliant directors here have been locked inside for most of the year. I don’t see anything that couldn’t have been achieved by the top tier of local talent. Agencies don’t hesitate to go local when they want their favour jobs done at a 70% discount – quid pro quo would be to keep a few of those bigger budget jobs here.
100% agree. The amount of work I’ve seen made by Finch with absolutely mind-numbing discounts from every supplier is insane. Especially as they continue to tout their rep as ‘Top Production Company.’ Surely, the ‘top production company’ has ethics to uphold – including keeping their local directors working through one of the hardest years on record.
Ok spot but really nothing one of the great local directors couldn’t have executed beautifully. Previous NRMA campaigns prove that.
The trail of havoc continues. This is what happens when you have an individual that only cares about personal acclaim.
..all our best directing talent leaves to go overseas. They can’t even direct any of the bloody good work here!
Juan Cabral…NRMA brought out the big guns
This was filmed last year.
Sad when others try so hard to be Fernando Machado.
Thank you for the insight, person @ Finch. Do you actually think it makes it better that one of your local directors was sliced out of a sustaining opportunity before the world went to shit?
Nup, pitched unsuccessfully with another Intl director. Hate the game, not the players.
Wow so much hate. I saw this, watched to the end and thought, yeah finally a drive safe ad that made me think.
“Hate the game, not the players” – I really do hope that is what you tell your local directors haha
Great piece of craft. Well done. Chapeaux to the creative team. Juan is the man. Flawless.
Can anyone name the piece of music for me? I’m sure I know it really well but I can’t identify it and it’s killing me.
This ad has sent a very unhealthy message to my children, all they see is a mother falling asleep at the wheel alongside a truck driver also asleep, making it home safely?! What!!!!! This visual depiction is harmful and should be taken off the airwaves. I’m sorry but this is my opinion as a parent.