NTI, Australia’s leading specialist insurer, has launched its latest campaign to coincide with the build up to their major sponsorship of the V8 Supercars Townsville SuperSprint on the weekend of the 9th to 11th July.
The commercial explores all the sounds involved in the industries NTI insures. From trucks of all shapes and sizes to dozers, diggers and cargo containers – we know the way a truck beeps when reversing, and a grader scrapes the road – but only specialists in such an industry would know the exact make and model of the motor revving just by hearing it.
Jason Kibsgaard, head of marketing at NTI said, “for almost 50 years, Australian businesses and families have counted on us for our specialist products, expert knowledge, premium repair networks and superior claims service. At NTI, insurance has never been a set and forget product. Our vision is to help our customers build safer and more sustainable businesses.”
He added, “being so close to our customers and being specialists in these categories for as long as we have been, our senses are in tune with theirs. We know the difference between an A and an AB double, what it takes to be a specialist in Marine, the nuanced requirements in mobile plant and equipment. So, the script for this ad wrote itself.”
The commercial is an all energy, fast cut, musical composition made up entirely using revs, clangs, bangs, and scrapes from just about every type of machinery and vehicle that NTI protects. Presented in grainy black and white scenes with imagery exposed to the harsh Aussie conditions, it’s a rugged 30” ride through the transport and logistical landscape where NTI customers make their living.
Kibsgaard said: “There’s nothing shiny parked in our customer’s yards, this is working equipment and the lifeblood of these businesses. So, our ad was never going to be Hollywood perfect. It had to reflect both NTI and our customers.”
The ad’s voiceover comes from Australian actor David Field of Chopper and City Homicide fame.
Quite literally, NTI has the ultimate authority when it comes to keeping Australia moving, because without insurance we can’t really move anywhere! And without movement, you can’t have noise. And without noise, there would be no NTI commercial. Everything is cause and effect.
NTI is a specialist insurance company with almost 50 years in the Australian market. What started as a specialist truck insurance product has over the years branched out into other product lines, including Yellow Cover for mobile plant and equipment; Marine Protect which covers marine hull and liability cargo hauls all the way down to smaller parcels; and Truck Assist – a nationwide 24-hour Roadside Assistance and insurance product.
Its sponsorship of the V8 Supercars includes several race teams with full vehicle kit out of Truck Assist Racing (Tickford Racing) and includes 3rd placed Chaz Mostert in the driver’s championship. NTI is the major sponsor of the Supercars Townsville SuperSprint and the new tv commercial is set to debut across the Channel 7 Network throughout the corresponding weekend. Look out for it between hot laps.
Creative Agency: nextThursday
Director: Brendan Williams (Bodhi Films)
Music and Sound Director: Johnny Green (Heckler)
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