RAC WA launches Roadside Assistance ‘Bad, Worse, Better’ campaign via JWT Perth

RAC WA has launched a new campaign for its Roadside Assistance service aimed at drivers who don’t believe they will break down and reminding them they make a bad situation better for more than 8,000 drivers a week.

Created by JWT Perth the campaign features two 30-second TVCs, one featuring a band which has broken down on their way to a gig and the other someone breaking down with a dog on a hot day.

https://www.youtube.com/watch?v=_6NLjrByrjM

JWT Perth creative director Dav Tabeshfar said: “The ‘Bad, Worse, Better.’ idea lets us talk about the cold, hard breakdown stats, then gives us a lovely little glimpse into the more intimate anxiety that RAC Roadside Assistance rescues us from.”

The campaign takes in radio, outdoor and digital.

https://www.youtube.com/watch?v=LzAuTR05X1A

The TVCs were directed by Matt Kamen at GoodOil Films.

Credits:

ECD: Simon Langley

CD: Dav Tabeshfar

Creative: Elliott White

Creative: Patrick Allenby

Creative: Dav Tabeshfar

Agency Producer: Paul Friedmann

Account Director: Tammy Hackett

Account Manager: Lucy Stoelwinder

Executive Planning Director: Angela Morris

Planner: Celia Garforth

Client: Danielle Olbromski

Production Company: Goodoil Films

Producer: Llew Griffiths

Director: Matt Kamen

Sound: Brainestorm

Post Production: Method