Ads to encourage people to take extra care when driving are usually disaster scenarios. But The Monkeys has embedded its ad in a classic, heart-warming Chrissy theme…of course with a Monkeys twist – the grandparents are going home for Christmas.
The two-minute film, Long Way, is the first piece of work created by The Monkeys for the NRMA Insurance after being appointed as creative agency for all IAG brands in September.
It marks the start of a shift in brand direction for NRMA Insurance under the leadership of Brent Smart, chief marketing officer for IAG and its stable of brands, including NRMA Insurance and CGU.
“This is a return to the type of storytelling and tone of voice that has made the NRMA Insurance brand loved, and signals the new direction we are taking the brand in,” Smart commented.
“It’s exciting to make something together with our new partner, The Monkeys. We are in such good creative hands with their team.”
With NRMA Insurance claims data showing that car collisions increase over the holiday period, the film is also a timely reminder for drivers.
“This brief was a gift in itself – to convey the warmth and emotion of what’s truly important this time of year,” Scott Nowell, co-founder and chief creative officer for The Monkeys, added.
The film was directed by Christopher Riggert. Its soundtrack and vocals are by singer-songwriter, Tom Odell.
The campaign launches on Sunday December 10 across broadcast, cinema, customer and social media channels.
Creative Agency: The Monkeys
Co-founder & Chief Creative Officer: Scott Nowell
Senior Art Director: V. Wassim Kanaan
Senior Copywriter: Andrew Fraser
Senior Producer: Jade Rodriguez
Executive Planning Director: Fabio Buresti
Planner: Henry Bilson
Group Content Director: Humphrey Taylor
Senior Content Director: Katie Wong-Hee
Senior Content Manager: Jack Stone
Production Company: Finch
Director: Christopher Riggert
DOP: Tim Tregoning
Executive producers: Rob Galluzzo & Corey Essey
Producer: Camilla Mazzaferro
Offline Edit: Jack Hutchings @ The Butchery
Sound: Song Zu
Brand: NRMA Insurance
Chief Marketing Officer: Brent Smart
Creative Lead: Liz Stokes
Marketing Lead: Erin Bennett