The people that keep Australia moving.
Brisbane independent agency nextThursday has created a campaign to convey the specialist nature of National Transport Insurance (NTI) to their customers.
nextThursday head copywriter Lazrus Simons says the result is more than just another truck commercial.
“We needed to reach the people who know their V8 from a V6, an AB from an AB double, and let them know that NTI doesn’t just insure trucks, they look after plant and equipment, ride-on mowers, tugboats, cargo, parcels, the list goes on,” says Simons.
“And they really care – and will go the extra mile to show it, literally.”
Simons says the ad resonates with “a no-nonsense audience that knows the road better than most.”
Heckler Sound musical director Johnny Green created a song using only the sounds of trucks of all kinds and types; cargo and parcels that come into Australian waters and airspace; everything yellow and the whole world of transport and logistics, including the people. He made it ruggedly Australian.
Bodhi Films director Brendan Williams found and created hundreds of potential shots to be matched to the music.
Simons says Williams was able to “look at the ugliness of muddy tyres and mundane cargo container after cargo container, and somehow make it look beautiful, aspirational and almost sexy”.
nextThursday art director Dave Maunder says the choice of black-and-white film in a cluttered market where colour is often the norm allowed the music track to be a more powerful sensory experience: “Stripped back colour and using a raw grade of black and white defocuses attention on the overall scene, enabling viewers to focus on the textures, tones and mechanical parts.”
The result: a 30-second ode to the people that keep Australia moving, an energetic, fast- cut composition made up entirely using revs, clangs, bangs, and scrapes from just about every type of machinery and vehicle that NTI insures. The voice-over features the gravelly voice of Australian actor David Field.
NTI is a major sponsor of the V8 Supercars NTI Townsville 500 and a category sponsor of the Repco Supercars Championship series, along with sponsorship deals with several V8 race teams with full vehicle kit out of Truck Assist Racing (Tickford Racing) and Yellow Cover Racing (MSR).
The TVC will run across the Channel 7 Network through to December 2021.
Credits:
Client – NTI
Creative Agency – nextThursday
Production company – Bodhi Films
Music – Johnny Green, Heckler Sounds
Sound production – Sonic Playground Studios
Suppliers - RDW Machinery, Pacific Marine, Patrick Stevedores, Penfold Projects, Cochrane Angus Stud, TNS logistics, 3p, Rosco Audio.
