SOS by The Brand Agency for Royal Automobile Club Of Wa

SOS

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Industry Automotive products, services and accessories
Media Radio
Market Australia
Agency The Brand Agency
Creative Director Craig Buchanan
Production Soundbyte
Released August 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: ROYAL AUTOMOBILE CLUB OF WESTERN AUSTRALIA
Product/Service: RAC ROADSIDE ASSISTANCE
Agency: THE BRAND AGENCY
Creative Director: Craig Buchanan
Scriptwriter: Des Hameister
Agency Producer: Danielle Glenister
Account Manager: Pia McMorran
Production Company: SOUNDBYTE, Leederville, AUSTRALIA
Sound Studio: Soundbyte Studios
Sound Engineer: Julian Douglas-Smith
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: THE BRAND AGENCY, West Perth, AUSTRALIA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Rain; windscreen wipers MVO: How to send an SOS message with your car horn: Simply press down on the horn three times quickly. SFX: Three short horn toots MVO: Now press down three times slowly. SFX: Three long horn toots. MVO: Then three more times quickly. SFX: Three short horn toots MVO: Now we wait to see if anyone knows Morse code. ANN: Don’t get stranded this winter. Get RAC Classic Roadside Assistance on 13 17 03.

Brief Explanation
The objective of the ad is to remind drivers how much of an inconvenience it is to break down in winter. We want to engender a sense of fear of breaking down without being covered by RAC Roadside Assistance and the inconvenience of being left stranded with no-one to come and fix your car on the road.