Z showcases what “Z is for” in new campaign via Saatchi & Saatchi, MBM and Supernormal

Z Energy (Z) has launched a new and extensive brand campaign refreshing its ‘Z is for New Zealand’ platform in partnership with Saatchi & Saatchi, MBM and Supernormal.

The campaign includes eleven light-hearted films highlighting different products or services Z offer. Some of nicely observed life moments include: A face-painted auntie who understandably doesn’t want to pay at the counter today choosing to pay-at-pump. A guy plugging his EV into his Z home charger in his garage while wearing nothing but socks. A dad who picks up a much-needed coffee before picking up his three full-on kids. And a cat owner who gets home from the supermarket with everything but the cat food he was meant to remember.

Each of the spots ends with a genuine Z staff member ‘breaking the fourth wall’ and delivering a “Z is for” line directly to camera, all done with a bit of a knowing wink.

The spots were directed by Supernormal’s Vince McMillan. McMillan was chosen by Saatchi & Saatchi for his ability to capture Kiwi humour and stories with a certain authenticity. His well-loved NZ television series “Kura” being great evidence of this.

Says McMillan: “With Saatchi & Saatchi’s brilliance and Supernormal’s passion for bringing bold ideas to life, we’ve ended up with a series of films that feel relatable, down to earth and fit perfectly into the Kiwi experience.”

Says Steve Cochran, CCO, Saatchi & Saatchi: “Z have had ‘Z is for New Zealand’ since they began, but for the first time we’ve doubled down on it. It’s become a fun way to talk about how Kiwi use their local Z. Getting Z staff involved brings an added level of authenticity to the spots that’s hard to fake. It’s also a little nod back to Z advertising of the past that featured staff talking to camera.”

The AV feature Z’s brand song, “Where I’ll Be”, created for Z two years ago by musician and artist, Rob Ruha. The track, that was also released by Ruha under his own name, spent several months in the NZ music charts and is still played by New Zealand radio stations often.

Adds Cochran: “Having a brand song that has found its place in New Zealand popular culture is a luxury few brands get to enjoy. Vince made the most of this by embedding the song into our stories as if it’s playing within environments, like on a station forecourt or in a lunchroom, because it actually does.

‘Z is for New Zealand’ has been Z’s Energy positioning since its inception in 2010. This new campaign puts the focus firmly back on the customer and their everyday needs.

Says Debbie Byrom, head of marketing at Z: “Z has been woven into the fabric of New Zealand for well over a decade now. This campaign is designed to remind Kiwi of our tangible role in their lives by putting them at the centre of some warm humorous Kiwi stories. We simply want to remind New Zealanders of the many reasons we’re here for them.”

MBM has orchestrated the media mix of the campaign that began rolling out mid-July.

Complementing the AV running across TV and digital channels, the campaign includes over 40 different billboard and ads-on-pause executions with more reasons to pop into a Z. Numerous social-first content pieces will show up on screens over the next few months too.

Client: Z Energy
Head of Marketing: Debbie Byrom
Senior Marketing Manager Z: Kelly Millier
Marketing Manager Energy Solutions: Rachel Kelly
Brand Manager: Nadia Els
Social Media Manager: Amber Wharepapa
Creative Agency: Saatchi & Saatchi NZ
Media Agency: MBM NZ
Production company: Supernormal
Director: Vince McMillan
Managing Director/Executive Producer: Matt McKenzie
Producer: Michelle Delaney
DOP: Tim Flower
Production Designer: Sarah Cooper
Casting Director: Catch Casting
Post / VFX: Leon Woods
Editor: Tim Mauger
Grade: Dave Gibson
Audio: Franklin Rd
Photography: Fraser Clements