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Agency Network: 
Published/Aired: 
July 2011
MAC / Motor Accident Commission of South Australia:  Mule

Description

Advertising Agency: Clemenger BBDO Adelaide, Australia

Print advertisement created by BBDO, Australia for MAC, within the category: Public Interest, NGO.

Caption

Lose your licence and you're screwed.

Creative Directors: Greg Knagge, Geoff Robertson
Creatives: Amy Weston, Dave Lawson, Matt O'Grady
Account Director: Erik de Roos
Photographer: Andres Bommert
Retoucher: James Lucas
Producer: Grant Navin
Agency Producer: Michelle Treloar
Colour Manager: Paul Munzberg
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Roger Keynes's picture

This one comes across just a tad too flippant compared to the 'bike'.
Cheeky little campaign though.
Go Adelaide!

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

Troll's picture

Agreed. The others seem to have more in common. This is fun but the others are stronger.
I said in a another post that the strategy seems to be focused towards young drivers who would dread to spend one more second being picked up by their mom or going to the dance in a bike.
Nice.

Troll
Activity Score 678
Copywriter |

@TrollusMaximus
http://www.behance.net/trollus_maximus

dean viii's picture

States an obvious point. Unlike the above comments suggest, this is probably somewhat better. But still, overall, a weak attempt at humor/execution. Troll is dead wrong about strategy. It's good that they go after an older audience in at least one ad. Adults have driving issues, too.

dean viii
Activity Score 1686
Creative Director
Troll's picture

Not when an entire campaign is targeting one audience, which this one appears to do. So I beg to differ. The other 2 print are clearly targeting the youth, so having a third one targeting an pensioner would just tarnish look inconsistent.
Adults obviously have driving issues, and the millions of Arrive Alive campaigns try to address those.
If I'm dead wrong then please say what is dead right, considering you're the expert.

Troll
Activity Score 678
Copywriter |

@TrollusMaximus
http://www.behance.net/trollus_maximus

Bob.C's picture

This is the weakest visually, but I think if they're aiming for say 17-23 putting one work related ad it might direct the working segment of that audience away from thinking it doesn't apply to them so much. Maybe a couple of ads along this line would be better though and probably with with models that looked like they were a bit younger.

Bob.C
Activity Score 1155
Copywriter at Convince Ltd |

= http://we-convince.com/ =

adgoodie's picture

The visuals are funny. I think the line is terrible.

adgoodie
Activity Score 198
Copywriter
Ivancette's picture

Copy its not up to the idea

Ivancette
Activity Score 153
Copy Eje Publicitaria |

El que sabe, sabe arte. El que no, es redactor.

raw tuna's picture

That's actually a pretty common sight in Radelaide!

raw tuna
Activity Score 837
General Manager
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