Waka Kotahi NZTA launches second instalment ‘Riding Together’ in Road to Zero campaign via FCB
FCB, in partnership with Waka Kotahi, NZ Transport Agency, has launched the second of its TV commercials called “Riding Together” as the third component of its public awareness campaign, as part of the Road to Zero strategy.
Road to Zero, New Zealand’s road safety strategy, was launched by Te Manatū Waka, the Ministry of Transport in 2019 and Waka Kotahi is the government agency leading its delivery.
Underpinned by a vision of zero deaths and serious injuries in Aotearoa by 2050, Road to Zero initially aims to reduce deaths and serious injuries on New Zealand roads by 40% by 2030 (based on 2018 levels).
The first ad “Toll Booth” launched on 13 February reminding people that they needed to stop paying the toll with human lives. This second TVC “Riding Together” demonstrates the safe system approach, which is part of the plan to get to zero road deaths by 2050.
The premise of the safe system approach is that while mistakes are inevitable – deaths and serious injuries from crashes are not. The Safe System seeks to create a safe and forgiving road system that makes the safety of people a priority. That shared responsibility, or the fact that all New Zealanders have a part to play, is summed up in the tagline of the new commercial, “It takes Everyone to Get to No One”.
Says Sean Keaney, managing director of FCB Wellington: “When the safe system approach was first explained to us it made complete sense – the challenge then was how to communicate that in 60 secs which I think we’ve managed to achieve nicely.”
Says Lauren Cooke, senior manager education and marketing, Waka Kotahi: “While we still need individual drivers to make good decisions, that is only one part of the safe system. This approach has proven internationally to significantly reduce serious injuries and deaths from road crashes and we know we can achieve a similar outcome in New Zealand.”
The new campaign from FCB, to support Road to Zero, rolls out to New Zealanders in three phases, with the first phase, a mass reach television commercial, airing from the 13 February across the main TV networks, online video and cinema.
The campaign targets all New Zealander [aged 16 and over] and carries on across TV, online, print, cinema, OOH, digital/social and partnerships.
Client: Waka Kotahi/NZ Transport Agency
Creative Agency: FCB Aotearoa
Media Agency: FCB Media
Production Company: 3&7
Director: Steve Ayson
Producer: Larisa Tiffin
DOP: Marty Williams
Editor: Luke Haigh
Online: Blockhead
Music: Cam Ballantyne
Photographer: Steve Boniface
10 Comments
I liked it until people started coming out of the car. Was effortlessly weird/funny until that moment, then it started to try very hard for gags.
One exception was “I wish I was twins.” Great line, great delivery.
Note to industry: the last acceptable talking dog was in ‘Bugger.’ It’s been a cheap punter-pleaser ever since.
In saying all that, jealous this team got to shoot two big budget campaigns with Ayson.
This is a pretty solid (and funny) campaign with a very clear message that no road deaths are ok. Props to FCB and the creatives. I’m jealous.
Weren’t they the same twins from the Toyota ad?
If so, someone’s got a bit of explaining to do…
Rotten
Why does it look so bad?
Catching Tim and Eric vibes and I love it
Yep
I feel like this advert makes NZ’ers look like we are all special needs and/or thick as pigS
An absolute insult to intelligence even at a lower level. How can a government dept condone such absolute garbage which by the way still absolutely misses getting the message across
The NZTA toll booth advertisement is absolutely disgusting and needs to be banned, unfortunately the advertising standards authority ignored the 11 complaints that advertisement received. The toll booth advertisement I have seen screened during G rated shows such as The Chase on TV1, it not appropriate to be screening at times when children may be watching.