SapientNitro is behind an emotional new campaign for RACQ that is inspired by the rhythm and blues classic ‘Rescue Me’.
The RACQ story is told through song in 60-second and 30-second TVCs.
John Devaney, executive manager for marketing and communications at RACQ, said: “Roadside assistance is at the core of our membership and we wanted to ensure Queenslanders were reminded of why being part of a mutual benefits them as well as the community.”
Stephen Forth, managing director at Sapient Nitro, added: “The raw emotion of the song allowed the creative teams, working with the director, to deliver strong visual scenarios based on what the brand does day in day out – that is, rescue people.”
The campaign will run on TV, radio, press and online.
Client: RACQ; executive manager marketing communications: John Devaney; agency: SapientNitro; creative director: Ralph Barnett; writer: Michael Kennedy; production company: Taxi Film; post production: The Post Lounge