SapientNitro enlists iconic Rescue Me track

SapientNitro enlists iconic Rescue Me track

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

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