NRMA Insurance’s Christmas ad by The Monkeys has two messages. That makes it complicated or intriguing. Or both? The first message is that parents don’t always make time for their children – and should. The second message is that no one should use their phone while driving, and this is the one that the campaign tagine, Don’t Drive Naughty, Drive Nice, supports.

That the hero child, and her hero soft toy, use their (very cute) powers to make dad stop working and pay attention to the road is tangled up in the idea that the hero child, and her hero soft toy, use their (very cute) powers to remind parents what Christmas time is really about – them.

NRMA marketing director, Sally Kiernan, commented, “We know that Christmas is a time of the year when the importance of family is heightened, bringing with it a spirit of togetherness and connection. It is also one of the busiest periods on our roads so it’s more important than ever to Drive Nice.”

The Monkeys co-founder and group chief creative officer, Scott Nowell, added, “Christmas holidays are a joyous time, but there’s immense stress around finishing work and getting the family on the road. NRMA Insurance wants to make sure that Australians are driving safe, bringing to light what is most important – family.”

The campaign’s hero film was directed by Marc Forster, who recently released Hollywood movie Christopher Robin. Supporting the film, and to reinforce the campaign message(s) while on the road, the campaign is asking kids from around New South Wales and Queensland to show why adults should drive nice. Their answers will become the OOH advertising creative.

On radio, a group of kids has adapted the Drive Nice message to the tune of famous Christmas carols. In mobile, a Facebook augmented reality camera effect has been created, that allows viewers to look like the brand film’s hero toy bunny and share the Don’t Drive Naughty, Drive Nice message.

Lastly, the campaign is supported by a podcast platform titled, Are We There Yet?, that includes Australian celebrities reading beloved stories.

Credits

Creative Agency: The Monkeys
Co-founder & Group Chief Creative Officer: Scott Nowell
Co-founder & Group Chief Executive Officer: Mark Green
Managing Director: Matt Michael
Chief Strategic Officer: Fabio Buresti
Executive Creative Director: Vince Lagana
Creative Director: Ben Sampson
Innovations Director: Jay Morgan
Art Director: Tessa Chong
Copywriter: Max Rapley
Planning Director: Michael Hogg
Strategic Planner: Charlotte Marshall
Business Director: Humphrey Taylor
Group Content Director: Katie Wong-Hee
Content Managers: Katherine Kennedy & Sophie Finckh
Head of Production: Thea Carone
Senior Broadcast Producer: Jade Rodriguez
Senior Integrated Producer: Sonia Eberington
Digital Producer: Tamara Wohl
Producesr: Tanith Williamson & Alex Watson
Digital Design Lead: Eva Goodney
Designer: Laura Ives
Digital Designer: Lauren Elliott
Designer & Finished Artist: Lucinda Hansen
Front End Developer: Han Lee

Production Company: Exit Films & Tool of Nth America
Director: Marc Forster
Tool Executive Producer: Brad Johns
Tool Producer: Lee Trask
Exit Executive Producer: Leah Churchill-Brown
Exit Producer: Karen Sproul
DOP: Ginny Loane

AR Camera Effects Production: Alt.VFX

Post Production: The Editors
Editor: Alexandre De Franceschi
Producer: Nicoletta Rousianos
Animation: Framestore LA
VFX Supervisor: Michael Ralla
Post Producer: Rachel Mariscal Creasey

Sound Design: Song Zu
Engineer: Simon Kane
Producer: Katrina Aquilia

Music Composition: Elliot Wheeler @ Turning Studios

Client: IAG
Brand: NRMA Insurance
Chief Marketing Officer: Brent Smart
NRMA Marketing Director: Sally Kiernan
Creative & Innovation lead: Elizabeth Stokes
Creative & Innovation specialist: Danielle Picker
Content Director: Zara Curtis
Social Mead Lead: Gerry Avalos
Creative & Content Development lead: Simeon Bartholomew
Integrated Content Producer: Vanessa Buckley