RACQ Insurance launches ‘incredibly famous’ commercial via SapientNitro Brisbane

On Boxing Day, RACQ Insurance, via SapientNitro Brisbane will launch the first of a series of new spots based on the human truth that when something goes wrong, the first thing people often think of is ‘how could I have avoided it?’ and ‘if only things could have been different’.

In the first spot, the main character imagines what it would be like to be ‘incredibly famous’ and use his network of famous friends to get him home when his damaged car leaves him stranded.

WATCH THE SPOT

Says Ralph Barnett, creative director at SapientNitro: “While the new campaign builds on the past 14 years of much-loved RACQ commercials, the new approach provides a creative platform that will enable us to create highly-engaging RACQ work well into the future.”

In upcoming spots, viewers will meet a psychic who wouldn’t need insurance because she could ‘see the future and stop things from happening’, a time travelling bingle victim who ‘goes back to avoid the accident’, and a young IT worker who wished he had his own personal ‘undo button’.

Says John Devaney, RACQ executive manager marketing communications: “The challenge was to evolve and refresh one of Australia’s most highly rated campaigns from a viewer perspective, with a fan base built up over more than a decade. Our collaboration with SapientNitro has delivered this.”

Chris Partridge, marketing manager insurance, echoed the sentiments of the new work that retains a unique Queensland feel and slice-of-life humour.

Says Partridge: “What we love about these ads is they cover product, benefit and brand in a seamless way, creating stories everyone is able to watch again and again.”

Creative Director: Ralph Barnett

RACQ Marketing Coordinator Insurance: Katy Shaw