KiwiPlates has launched a new brand commercial from Saatchi & Saatchi New Zealand. The spot is a sweet love story set against the nostalgic backdrop of a roller skating rink and featuring the classic love song, I Love You Always Forever by Donna Lewis.
The campaign marks a slightly new approach for the KiwiPlates brand in showing how personalised plates can represent something truly meaningful in people’s lives.
Says Karl Plank, marketing manager of KiwiPlates: “Plates are commonly known for being fun and getting attention , but many people get them to celebrate things that are important to them. We wanted to shine a light on this aspect of personalised plates as a way to reach people who might not have considered one before.”
Says Steve Cochran, CCO of Saatchi & Saatchi: “Connecting brands with people through emotional story telling is what we as an industry always want to be doing. If there was ever a brief that asked for just that, this was it. Tell a meaningful story about a license plate.”
The film was loads of fun to make for everyone, from client, to casting agent, to director, to the DOP, stylists and the actors themselves, despite many non-skaters having to wear skates for seven hours.
Says Zoe McIntosh, director at Sweetshop: “I loved making this spot. As a 90s kid I can relate far too well to all that awkwardness, all those bad fashion choices, and feeling all those buzzy feelings that are so prevalent in the script. The heart of this spot is an authentic, human and emotive truth that anyone, no matter how old, can relate to.”
The ad was filmed during the night at a skate rink in Glenfield. There is a cameo appearance by a DJ, played by Allan Roberts, brother of Mikey Havoc, who once upon a time deejayed at Mikey’s club in Auckland. Another subtle nod back to nineties culture in New Zealand.
The commercial ends on a personalised plate as you might expect. It’s a hashtag plate, which for those that are curious, are a thing. And are one of more than 50 different plate designs available. The song was sourced and licensed by Franklin Road. Both 60 and 30 second versions launched to coincide with the Olympic Games.
Managing Director: Mark Wilson
Marketing Manager: Karl Plank
Marketing Coordinator: Christie McPherson
Creative agency: Saatchi & Saatchi NZ
Chief Executive Officer: Mark Cochrane
Chief Creative Officer: Steve Cochran
Executive Agency Producer: Jane Mill
Copywriter: Rebecca Sharp
Art Director: Matthew Aitken
Chief Strategy Officer: David McIndoe
Group Business Director: Nick Bulmer
Business Director: Kate Gyde
Business Executive: Zoe Lloydd
Production company: Sweetshop
Director: Zoe McIntosh
Executive Producer: Ben Dailey
Executive Producer: Kate Roydhouse
Producer: Anna Stuart
DOP: Marty Williams
Editor: Julian Currin
Grade: Dave Gibson
Online: Stu Bedford
Music: “I Love You Always Forever” written and recorded by Donna Lewis
Music search and licensing: Jonathan Mihaljevich, Franklin Rd
Audio post mix: Stefaan Van Leuven, Franklin Rd
Media Agency: Zenith
Group Business Director: Susan Benseman
Digital Business Manager: Tonga Snook
Business Manager: Kim Gribble