Motor Accident Commission of South Australia: Mule

Lose your licence and you're screwed.

Advertising Agency: Clemenger BBDO Adelaide, Australia
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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8 comments

Roger Keynes's picture
Roger Keynes
5498 pencils

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

Will Think for Salary

Troll's picture
Troll
612 pencils

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.

dean viii's picture
dean viii
1676 pencils

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.

Troll's picture
Troll
612 pencils

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.

Bob.C's picture
Bob.C
1135 pencils

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.

adgoodie's picture
adgoodie
184 pencils

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

Ivancette's picture
Ivancette
153 pencils

Copy its not up to the idea

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

The Mad Adder's picture
The Mad Adder
212 pencils

That's actually a pretty common sight in Radelaide!

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