NRMA Insurance releases a sort-of musical about helpfulness

The actors in this insurance ad break into song instead of speaking lines of dialogue; it's a somewhat surprising technique, but admittedly captures one's attention.

According to The Monkeys, the branding campaign for IAG-owned NRMA Insurance intends to associate the brand with the "Australian spirit of helping one another, whenever called on". 

The campaign features 90-, 60- and 15-second TVCs, and also includes print, OOH, radio and owned social elements. The TVC was shot by a directing duo known as TWiN via The Sweet Shop, and the music is ‘Throw Your Arms Around Me’, originally by Hunters & Collectors but re-done by Australian singer/songwriter Ayla.

Ad Nut, who has indeed always found Aussies to be a kind and helpful lot, is also heartened to see that their caring extends to woodland creatures such as koalas.

CREDITS

Client: IAG
Brand: NRMA Insurance
Chief Marketing Officer: Brent Smart
NRMA Marketing Director: Sally Kiernan
Creative Lead: Elizabeth Stokes
Marketing Lead: Erin Bennett

Creative Agency: The Monkeys 
Co-founder & Group Chief Creative Officer: Scott Nowell
Co-founder & Group CEO: Mark Green
Partner & Group Strategy Director: Fabio Buresti
Managing Director: Matthew Michael
Creative Director: Jake Rusznyak
Creative Director: Dennis Koutoulogenis
Senior Copywriter: Tim Pashen
Senior Art Director: Scott Zuliani
Head of Production: Thea Carone
Senior Broadcast Producer: Jade Rodriguez
Strategic Planner: Charlotte Marshall
Group Content Director: Humphrey Taylor 
Senior Content Director: Katie Wong-Hee 
Senior Content Manager: Fizzy Keeble
Content Executive: Sophie Finckh

Production Company: The Sweetshop
Director: TW!N
Executive Producer: Edward Pontifex & Loren Bradley
Producer: Allison Lockwood
DOP: Lachlan Milne
Editor: Jack Hutchings @ The Butchery
Grade: Ben Eagleton @ Be Colour

Post Production: BlockHead VFX, Sydney

Music: Alya cover of Hunters & Collectors
Sound Design: Nylon Studios
 

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