Tuesday, July 03, 2007

SPEEDING: NO ONE THINKS BIG OF YOU THE MESSAGE FROM THE RTA


The NSW Roads and Traffic Authority, via agency Clemenger BBDO Sydney, has launched its new anti-speeding campaign, ’Speeding. No one thinks big of you.’
The first stage of a $1.9 million statewide campaign aimed at changing driver behaviour to make speeding socially unacceptable.
The campaign includes television, cinema, bus shelters and bus back advertisements. The first of two TV and cinema ads depict the onlookers and passengers of young male speeders using the well-known ‘pinkie’ gesture expressing their concern.
The RTA has departed from the more traditional ‘shock-horror’ speeding campaign, with research suggesting young drivers in 2007 are increasingly de-sensitised to these images.
RTA’s Director Business Coordination, Road Safety and Policy, John Whelan says, “We accept this campaign is controversial, but we must find new ways to make our anti-speeding message sink in.
“The RTA has a history of producing cutting edge advertisements that have helped increase road safety awareness. This has made a contribution to reducing the road toll. This campaign continues the RTA’s efforts to do all we can to save lives on our roads. If the road toll is to be reduced further we must make speeding socially unacceptable.Recent research revealed that young people are increasingly hardened to shock tactic images of fatal crashes.”
Following the launch of the Pinkie television and cinema ads, a second and shorter, 15 second commercial with the working title “Hectic”, has also been produced for television audiences as well as online ‘viral’ media. The ad is available for downloading from the RTA website.

AGENCY: Clemenger BBDO, Sydney
CREATIVE: Chris Pearce, Pic Andrews and Baz Baker
SENIOR TV PRODUCER: Denise McKeon
AGENCY PRODUCER: Laura O’Connor
DIRECTOR: The Glue Society
PRODUCTION COMPANY: @radical.media
DOP: Keith Wagstaff
EDITOR: Bernard Garry
POST PRODUCTION: The Editors & The Lab

22 Comments:

Anonymous Anonymous said...

Fucking great. nice idea, so stylishly executed. doesn't look like an oz ad.

well done.

7:24 AM  
Anonymous Anonymous said...

Really like it, both strategically and creatively.

Well done.

dee

10:13 AM  
Anonymous Anonymous said...

how come you need 2 agency producers for this?

10:37 AM  
Anonymous Anonymous said...

Its funny, but in all seriousness do you really think its going to be a deterrent?

12:40 PM  
Anonymous Anonymous said...

I like how its an ad for speeding, and its in slow-motion.

3:49 PM  
Anonymous Anonymous said...

I think the gag was funnier coming from Julie Walters in Personal Services.........

4:41 PM  
Anonymous Anonymous said...

We might like it, but if you spend any time on the car forums you'll see it took all of 2 minutes for the 'kids' to come up with all sorts of piss-take photoshops from the ad.

So if the goal is to make the idiot speeders stop and think it's probably failed, but if its supposed to make the rest of us feel like something's being done then it's probably worked.

4:50 PM  
Anonymous Anonymous said...

Hate to say this because I like the execution but the strategy is bloody flawed.

Put it this way . . .

RTA Ad saying chicks dont dig guys who speed versus Need for Speed, Fast and the Furious, all televised motorsport, movies and popular culture that all say the opposite.

RTA it is a fight you can't win.

5:05 PM  
Anonymous Anonymous said...

i like it.

5:24 PM  
Blogger David said...

It's a good ad. the slo-mo works well.nicely casted.

And the pinky device could really work well for them.

it will be interesting to see if they can turn it from a device in a TV ad into a cultural movement.

But they have definitely got off to a good start.

nice work, guys!

5:45 PM  
Anonymous Anonymous said...

there are hundreds of blog sites which are actually coming out very much in favour of the humour of this idea. the fact that it is being spoofed by the broader community means it is in fact hitting a nerve and that has to be a first for an RTA ad.

7:14 PM  
Blogger Matt said...

Nah, it's great. All the blokes that live their lives one quarter mile at a time have never even COMPREHENDED that other people might think they are tool bags.

Now, all they need is a sequel where Vin Diesel gives Paul Walker the pinkie, and we have ourselves a campaign!

7:15 PM  
Anonymous Anonymous said...

re 5.05
when we were kids our parents drove home drunk wearing no seatbelts chucking rubbish out the car window to the house with the sprinklers on and you think attitudes can't change!?

5:42 PM  
Anonymous Anonymous said...

Just saw Lurzers archive - spot of the week

Congrats guys!

5:55 PM  
Anonymous Anonymous said...

ohhh man, the casting a performances in this spot are fantastic.

The look of the young blokes faces in the last scene are gold. Its very real, i know, Ive been in that sort of situation myself.

Truly rad

10:49 AM  
Anonymous Anonymous said...

oh good! David's back to impart his wisdom!!!

3:54 PM  
Anonymous Anonymous said...

Lynchy,

People writting messages complementing average stuff is becoming a problem on your blog. I know for a fact that these people are usually the creators of the ad. It makes a mockery of your site and more importantly we look like fools to our international guests who visit your blog. Its embarrising!
How is this ad great?

10:39 PM  
Anonymous Anonymous said...

10.39pm, the only thing embarrassing is your spelling. Let me guess, you're a worried art director from a rival RTA roster agency and the campaign your agency is about to present is very ordinary compared to this.

5:48 AM  
Anonymous Anonymous said...

Yes 5:48am you are right - i am an Art Director with crap spelling. But I'd don't work for a rival Agency working on the account. I'd didn't realise the account was split. You seem to know a bit about it.

Let me guess. This ad belongs to your agency and most of the complemenary comments on this page have come from you. yeah?

How can anyone say this is 'fucking great'? really?

7:56 AM  
Anonymous Anonymous said...

I am a female, and my unbiased opinion is that this ad was a bit sexist toward men. Actually, a lot sexist. I like how the commercial ’speaks their language’ and all but its just really immature. Isn’t there a better way to get the message across? Because when women see this ad, they’re going to think that its justified to use that hand signal anywhere and anytime a man pisses them off. And then its not only going to be a traffic issue of road rage but its going to start other social problems as well. I think they should replace the ad with something else, instead of tackling a man’s ego like that. Because Im sure that if they had an ad attacking the size of woman’s breasts or something, there would be an outrage. They shouldnt bring people down to get the message acorss, they should use some kind of positive reinforcement. Because if I know men, and I think I do, they’ll fight back because they will feel the need to protect their respect. And if Im correct, that definately wont be good.

11:16 AM  
Anonymous Ian said...

Great ad. Excellent music.

Please tell us more about the music??

10:34 PM  
Anonymous Anonymous said...

I think this ad is doing working a treat. Reading comments in papers, blogs and even news stories, the speeding jerks HATE the pinky.

I'm a male driver with a clean record, and have a dislike of the wankers driving their hotted up cars in an unsafe manner on public roads.

So if this campaign gets under their skin, I get some satisfaction from it.

1:20 PM  

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