Smart cars have dumb moments: MAS launches new Vehicle Insurance campaign via Yarn
MAS has launched a new Motor Vehicle Insurance campaign, created by independent creative agency Yarn, that highlights how even the smartest of cars on the road today still need reliable cover.
The campaign centres on a seemingly simple task – reversing into a carpark. But as anyone with a fairly new car knows, that’s when things can turn chaotic.
In the launch TVC, a driver is hit with a barrage of beeps, chimes and warning alerts that quickly turns a routine parking manoeuvre into a collision course. A relatable reminder that even smart technology can still make very human mistakes.
Says Matt Sellars, Co-ECD & Partner at Yarn: “No matter how advanced the technology gets, it still has its flaws. Plenty of drivers will understand how overwhelming and distracting those sensors can be when they all kick off at the same time. This campaign taps into this comedic irony of the very tech designed to keep us safe becoming the thing that ends up causing the collision.”
Says Laura Stephenson, Head of Marketing at MAS: “The moment we discussed this idea, we knew the feeling. It’s a very relatable and light-hearted way to show how MAS offers Members the assurance and reliability their car’s technology doesn’t always deliver. We automatically include cover for things like windscreen and key replacement as standard. And if you do end up in a fender bender, we’ll even let you choose your own local repairer.”
Shot with contemporary, understated humour, the campaign was brought to life by Reel Factory and director Alex Sutherland, with stills captured by photographer Graeme Murray.
After just one week in market across TV, radio, OOH, digital and social, the campaign has already had noticeable impact with a 15% uplift in motor vehicle insurance quotes.
PLAY THE RADIO SPOT:
Client: MAS
CEO: Jo McCauley
Chief Distribution & Marketing Officer: Matt Harvey
Head of Marketing: Laura Stephenson
Brand Manager: Tamzin Beazley
Creative Agency: Yarn
CEO: Heath Davy
Executive Creative Directors: Matt Sellars, Rich Robson
Creatives: Joachim Pearson, Slade MacDonald
Strategy: Teresa Harris
Designer: Nina Kuzmič
Photographer: Graeme Murray
Media: Sneakers
Production Company: Reel Factory
Director: Alex Sutherland
Producer: Pippa Keiller
DOP: Chris Watkins
Sound: Liquid Studios, Starla Sound
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine.
#More Creative News #No paywalls #No annual membership fees
Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel