Captain Risky has done a lot of very admirable things in the real world. But he was never meant to be a hero. He’s a ratbag daredevil that Budget won’t insure.
The heroes, for 303 MullenLowe and Budget, are the good drivers that Budget does insure. And Budget wants to remind these people that it will reward them with its great products and service features.
Jonathan Kerr, director, marketing & digital at Budget Direct explained, “Yes, Captain Risky is entertaining and funny, he’s a risk-taker and a daredevil, but that’s not the kind of life most Australians aspire to. This new part of our campaign shows just what it’s like to be a Budget Direct customer, which as you’ll see is in stark contrast to Captain Risky, who we will never insure.”
The first TVC in the new campaign, Pit Stop, highlights two benefits a Budget customer receives – Budget’s high quality facilities and a Lifetime Guarantee on all authorised car repairs. In juxtaposition is the “service” Captain Risky receives in his moment of need by his amateur pit stop crew.
Overall, the campaign aims to show that customers Get More with Budget Direct.
Richard Morgan, executive creative director at 303 MullenLowe commented, “We wanted to depict normal Budget Direct customers in their ‘insurance moment of truth’, and compare them directly to Captain Risky to show how much better off they are. Not only do Budget Direct customers typically pay less for their insurance, but the quality of the service they receive is equal, and sometimes better than many of Budget Direct’s competitors.”
Pit Stop airs on Sunday night, September 4th, with more instalments to follow on television and in cinema, digital and social.
Credits:
Agency: 303 MullenLowe Sydney
Executive creative director: Richard Morgan
Head of copy: Sean Larkin
Head of art: Adam Whitehead
Agency producer: Sean Ascroft
Head of business management: Tony Dunseath
Business director: James Lammert
Production Company: Goodoil Films
Director: Hamish Rothwell
Executive producer: Sam Long
Producer: Andrew McLean
DoP: Crighton Bone
VFX: ALT.vfx
Editing: ARC Edit
Sound engineer: Barry Stewart & Sound Reservoir
Client: Budget Direct
Director, marketing & digital: Jonathan Kerr
General manager – brand and media marketing: Warren Marsh
Marketing manager– new customer acquisition: Catherine Harty
