FCB has launched VTNZ’s new We’re on your side brand platform with a series of tvcs featuring a new (anti) hero, Road Commander.
The agency said, in a release, that it had challenged itself to create a campaign front-person who would represent the most significant challenge for VTNZ to pass. Enter Road Commander, a battle-hardened road warrior from a post-apocalyptic world.
FCB ECD Tony Clewett said: “What we love about Road Commander is that as the campaign unfolds, we realise he’s actually just like us. He shares all of our hopes and worries about getting his warrant, and desperately needs that little sticker.”
But a Road Commander is nothing without a vehicle to suit. His battle wagon, Fallen Ange,’ takes the shape of a classic ’57 Chevrolet Bel Air, mixed with a four-wheel drive post-apocalyptic monster truck.
“We couldn’t let a guy like Road Commander drive around in a Corolla!”
Clewett said: “We couldn’t let a guy like Road Commander drive around in a Corolla. His vehicle was especially created for the campaign and is, believe it or not, actually pretty much road legal. Once the harpoon and flame thrower are removed.”
VTNZ sales & marketing GM Melissa Cheals, commenting on the use of staff as extras, said: “VTNZ is like a family, we’re real people. We understand that life is full of challenges and we want Kiwis to win. Whether it’s passing your WoF, getting your licence, finding a great used car, or feeling confident and in control as you get ready to hit the road.
“Your success is our success. We’re on your side.”
Road Commander’s adventures can be enjoyed over the next 18 months as the campaign rolls out with an initial series of five tvcs along with radio, out-of-home and social.
About FCB
With more than 140 years of communications expertise, FCB’s worldwide network spans 150 offices in 90 countries, with over 8000 people, and is part of the Interpublic Group of Companies (NYSE:IPG).
CREDITS
Client: VTNZ
Agency: FCB New Zealand
Production Company: Finch
Director: The Bobbsey Twins from Homicide Music: Liquid | Peter van der Fluit
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