NRMA Insurance Unwraps ‘New Wheels’ Christmas Campaign Via The Monkeys
The holidays are one of the busiest times on Australian roads – and it’s not only cars that are out and about. NRMA Insurance’s new campaign via The Monkeys, part of Accenture Interactive, is a reminder to look out for kids taking their new wheels for a spin this Christmas.
‘New Wheels’ follows young Australians waking up on Christmas morning and heading onto their neighbourhood roads to test out their first bike, first set of rollerblades, or first skateboard.
NRMA Insurance’s ‘New Wheels’ goes to air on Christmas Day and will run across broadcast television, cinema and online. The campaign film is directed by Leilani Croucher of Revolver.
Says Sally Kiernan, executive manager direct brands, NRMA Insurance: “Sadly, Australia has seen a significant increase in child road deaths this year. We hope people will enjoy the nostalgic joy of this film, but more importantly, we hope it reminds drivers to be safe these holidays and to keep an eye out for those heading – or wobbling – onto the road on their new wheels.”
Says Tara Ford, chief creative officer, The Monkeys: “To spread the message of driving safely during the holiday season we show the joyous transformation of an Australian neighbourhood on Christmas morning. With the streets becoming the testing ground for new wheels and new freedoms, so too comes new reasons to drive safely.”
Client: NRMA Insurance
Chief Marketing Officer: Brent Smart
Director, Brand Marketing: Sally Kiernan
Director, Content & Customer Engagement: Zara Curtis
Manager, Brand Strategy: Anna Jackson
Manager, Integrated Communications: Elizabeth Stokes
Specialist, Integrated Communications: Mahsa Merat
Manager, Media & Communications Planning: Tom Dodd
Creative Agency: The Monkeys, part of Accenture Interactive
Co-Founder & Group CEO: Mark Green
Co-founder & Group Chief Creative Officer: Scott Nowell
Chief Creative Officer: Tara Ford
Managing Director: Matt Michael
Creative Directors: Barbara Humphries & Benn Sutton
Creative Team: Jake Ausburn & Alex Polglase
Chief Strategy Officer: Fabio Buresti
Head of Planning: Hugh Munro
Senior Planner: Brona Kilkelly
Head of Production: Penny Brown
Senior Producer: Carolyn Starkey
Business Lead: Kezia Quinn
Business Director: Sophie Finckh
Media Agency: Initiative
Production Company: Revolver
Director: Leilani Croucher
Executive Producer: Pip Smart
Producer: Alex Taussig
DP: Lachlan Milne
Editor & Grade: Scott Sterling
Sound: Ottis
Casting: Citizen Jane
22 Comments
Nice one Bennalin.
Just missing all the electric scooters…… oh wait they’re illegal in NSW
So refreshing, absolutely loving the work coming out of BMEOF and monkeys ATM
doesn’t work
The Monkeys used to be edgy.
Quintessentially Aussie Christmas school holiday fun … not changed much over the years !!!
Love the vibe x
What a missed opportunity – idea and direction all a bit meh…
Are we allowed to show kids crowding a road like that? Feels a little unsafe?
Some great commentary on here! Keep putting noses out of joint monkeys. This is lovely.
This ad is sooooooo good. That nod. Perfection.
LOL I literally was that girl in skates. This ad hits. Well done!
Hi Folks, Love the holiday season ad on tv currently; such an important message to get out there. Could you please advise what the name of the song and the artist that plays during the ad – its awesome!
Thanks in advance
https://www.youtube.com/watch?v=Lgz9k46o7tI
What is the lovely song that accompanies this add
Sea Bird by Alessi Brothers. Pretty painful to see it in an NRMA ad.
No other word for it, over produced nothingness.
Maybe NRMA have been lucky, rather than smart?
The help OOH is also woeful, indulgent.
Sad that this ad is a reaction to some tragedies.
It is a lovely slice of Australiana though, great track too.
Well done.
Nice insight. Nice track. Fuck the haters.
Isn’t that ironic, don’t you think?
This feels so out of character for NRMA? Feels like a Suncorp ad. Pretty strange considering the very concise tone that NRMA have continued to cement these last couple of years.
Warm cul-de-sac nostalgia is just what we need. Lovely.
Confused at why people like this? Really?
Monkeys and revolver puffing out their chest and saying anything we do is amazing? Come on both of you, you’re better than that? Well at least i thought you were?
Self commenting puff up aside. This is twee, less than average meh. Feels weak and amateur. I can’t see anyone stoping to watch this, getting drawn in or being rewarded by it. Feels like the work of first year uni students. Come on people, wake the fuck up.