SapientNitro enlists iconic Rescue Me track

SapientNitro enlists iconic Rescue Me track
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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.

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