I'm seeing and hearing that message everywhere at the moment. It's TAC's current major campaign. I can't escape it.
And it's brilliant.
By the way, this isn't a sponsored post. No communication with TAC. As I said, I just can't escape this campaign. It's all I can think about. And it's a reminder that when advertising is done well, it can be a pleasure to watch.
The TVC actually came out a few years ago, but has hit screens with increased urgency lately. Warning before you click: it's not nice.
It's horrible. It's in your face. It's clever.
And it's brilliant.
And it's not the only part of the campaign. On the weekend, we drove down to the Mornington Peninsula. This billboard was the first thing we saw when we exited the Burnley tunnel:
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It's weird. It's freaky. It's trippy.
And it's brilliant.
I couldn't take my eyes off of it. Which is possibly dangerous. Everyone I've spoken to about this billboard has confessed to nearly crashing their car in distraction.
Moments later (having avoided collisions with other rubber-necked motorists gaping at the billboard), we heard the radio ad. You can hear the full version here (TAC drugs campaign GPS), but following is a sample of what you hear in GPS electronic speak:
In 100 metres, turn right on High Street.
Turn right.
Enter freeway via the rainbow.
Drive 200 light years past albino fawn.
...
It's funny. It's witty. It's cautionary.
And it's brilliant.
I have to admit, I'm not really the target audience. I've never taken any drugs. I've never even smoked. Call me wimpy, wussy, a square, whatever. I've just never been interested.
But I'm not wimpy, wussy and squarey enough not to know anyone who has. And they agree that it's right on the money. Will it stop people taking drugs? Probably not (nor is it designed to). Will it make them think twice before getting behind the wheel after doing so? Hopefully.
Great campaign. The best thing? TAC and their agency (which was Grey Melbourne last I heard - corrections welcome) haven't just taken images and sounds from the TVC and chucked them on a billboard, or in a radio ad. They've designed and written pieces specifically for each medium.
And they all work. Bravo.
What do you think of this campaign?
TAC should sponsor you - what a great post!
ReplyDeleteI haven't seen this campaign as I am no longer living in Melbourne, but any campaign that is attracting attention by TAC is a good thing.
I sincerely wish there was some sort of campaign like TAC here in the middle east, road trauma here is high and horrific, I wouldn't even know where to start.
Thanks, Carly. I'm a big fan of TAC's campaigns generally, I have to admit. (But I doubt I'm their target audience - I drive like a grandma. If they ever have a 'driving too slowly and cautiously is dangerous' campaign, they'll hit their mark.)
DeleteI haven't seen any of it, but maybe it's just a Victorian thing?
ReplyDeleteThat billboard is very cool though.
Ah, yes, I think it's just in Victoria. Some of these messages are so spot on, though, I'm surprised the different state-based traffic corporations don't share their campaigns.
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