Advertising Agency: Y&R, NEW ZEALAND, Auckland Creative Director: Vaughn Davis Creative Director: Vaughn Davis Scriptwriter: Matt Webster Account Supervisor: Justine Boyd Advertiser's Supervisor: Chris Destrieux
Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD ANN: The Submarine Blip. SFX: Submarine blip
ANN: It’s the most ominous of sound effects, reserved for nervous, upward staring submariners desperate to evade detection.
But it isn’t just those at sea who hear... SFX: Submarine blip
ANN: The staff of some rental car companies can hear it too. They must do – because as soon as you walk through the door... SFX: Submarine blip
ANN: ...they all start looking at the ceiling. You wait patiently, but no one makes a sound. SFX: Submarine blip
ANN: So you cough, politely. And they look at you, as if you just gave away their position to the enemy. SFX: Submarine blip
ANN: Well, the next time you need to hire a vehicle, look for Budget Rent A Car. At Budget, we actually want your business, so we drive your dollar further with our vehicles and our service.
From start to finish, we’ll make sure that your experience is a good one. No blips. Brief Explanation The aim of this campaign was to start creating a distinctive and memorable brand voice for Budget Rent A Car, who to date have only run retail ads in New Zealand. Our key customers are 50+. They are looking for value but equally desire quality and comfort.
Using the biggest, most famous sound effects of all time, we produced a long-format radio campaign (most New Zealand ads are 15 or 30 seconds) to promote two of Budget’s core offerings: reliable vehicles and quality service.
The Radio ad titled SUBMARINE BLIP was done by Y&R Auckland advertising agency for brand: Budget Rent A Car in New Zealand. It was released in the Dec 2008.