Video game crash leaves only one winner in latest work from Budget Direct via 303 MullenLowe
Special Detectives Sarge and Jac are back in Budget Direct’s latest campaign instalment created by 303 MullenLowe, Sydney.
The new spot titled “Driving’s No Game” features an extraordinary collision between a reckless driver and car, straight out of a video game, and a Budget Direct customer.
The commercial shows how Budget Direct’s car insurance picks up the pieces in all kinds of unfortunate situations – because they offer big cover, without the big price.
Says Jonathan Kerr, chief growth officer at Budget Direct: “As an insurer it’s important to highlight the serious consequences of dangerous driving while also showing how we take care of our customers when they are impacted by it. Our campaign’s blend of extraordinary meeting the real world, gave us a unique opportunity to do just that, in the latest instalment in our campaign.”
Says Bart Pawlak, ECD, 303 MullenLowe: “Collaborating with the likes of Danny Kleinman, Dave Wood, Framestore, and Good Oil on the latest instalment in the campaign, was a real joy. All made possible by the Budget Direct team. It’s no surprise that they remain Australia’s fastest growing major insurer.”
Says Nick Cleaver, CEO, 303 MullenLowe Australia: “In creating the latest instalment in this famous campaign, we never lost sight of two inter- related objectives: firstly, we want Budget Direct to remain the most entertaining brand in the category and as importantly we also want Budget Direct to continue to be the most effective brand in the category. We are confident that once again this commercial will deliver handsomely on both objectives!”
The advert was created by 303 MullenLowe and filmed by the collaborative team of Danny Kleinman and Dave Wood through Rattling Stick / Good Oil.
The campaign airs from May 2nd running on TV, Online, OOH, Social and much, much more.
Client: Budget Direct
Chief Growth Officer – Jonathan Kerr
General Manager, Brand & Media Marketing – Warren Marsh
Marketing Manager, Marketing, Media & Acquisition – Katie Lansdale
Creative Agency: 303 MullenLowe, Sydney
Executive Creative Director – Bart Pawlak
Creative Director / Head of Art – Adam Whitehead
Creative Director / Head of Copy – Sean Larkin
Managing Director – Joanna Gray
Group Business Director – Ben Glasson
Head of Strategy – Remi Couzelas
Senior Broadcast Producer – Elliot Liebermann
Production Company – Good Oil / Rattling Stick
Director – Daniel Kleinman
Director – Dave Wood
DOP: Danny Ruhlmann
Executive Producers – Sam Long / Johnnie Frankel
Producer – Chana McLallen
Editor – Mark Burnett @The Editors
Post Production – Framestore London
VFX Supervisor – Jules Janaud
VFX Producer – Sophie Harrison
Music and Sound Company – Sonar Music
Original Composition – Matteo Zingales
Executive Producer – Sophie Haydon
Sound Designer – Timothy Bridge
Stills Photographer – Steve Baccon, LOUIS & CO
32 Comments
Looks frickin awesome. Well done all involved.
This is pretty whack, in a good way.
Is it though? At least it’s entertaining and pushing the norm of advertising away from the boring ads most of you make.
Well done Bart and team!!
Can you all chill? This isn’t shit. Sure, it’s not sweeping the award shows, but not all ads have to.
Entertaining, clear prop – good not great but good
I don’t like the game they’re playing
Looks expensive
It’s different
Don’t mind it
Nice Ad … not going to France but nice nevertheless
The thing about the Pixels movie, that this ad rips off, is that it’s actually quite well done, and even funny in parts.
This stuff works it’s tits off.
Made me smile.
The 30 probably works better. Still have never understood why a Scottish bloke is solving insurance mysteries in Australia, especially since the border closed. Maybe use some regional Australian dialects before reverting to the British overlords.
Nicely done
simple, nice, made me smile. job done.
You must have missed the Braveheart horseback spot, as well as the hilarious dog one.
This x-files ‘campaign’ is all over the joint.
Massive craft.
Brave and amusing, well done Budget and team.
A well crafted piece of work that made me smile and I’m sure will be very effective
Love the way BD are using the same characters (even the dog!) across campaigns. This will work for the average punter and gives them distinctive assets as a brand. Well done on all, the craft here is great.
Budget Direct ads would be the most recognisable and distinct ads in insurance.
Wacky, weird, whatever.
They’re building mental availabilty circles around other competitors.
Rubbish.
Long running campaign. Tick
Cut through executions. Tick
Successful business. Tick
Kudos for having the balls to do something that’s not cookie cutter crap.
Two points:
1. Kudos to client & agency for having the courage and intelligence to stick with a campaign for several seasons. Yes, the quality of the writing and productions varies, but at least they have stuck with it. I bet they get good brand recognition. I bet they generate a lot of business.
2. Their consistent claim that they can save you money is true. I recently insured a Porsche for HALF the premiums quoted by other insurers, including ones that also spend a lot of money on advertising.
A it’s a good ad…
Like it.
Nice Ad
Saw this on telly last night, great.
Good Ad… not sure why all the comments.
I love it!! 🙂
Did a line from the final script get cut in post? “Yeah I don’t like the game he’s playing” seems like a response to a line that was removed or it sets up the next line which seems to be missing. It just doesn’t seem to have context within the dialogue.