NZTA targets stoner drivers in new ‘Thoughts’ content series via Clemenger BBDO, Wellington

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Endframe_PR (1).jpgClemenger BBDO, Wellington has announced the launch of Thoughts – a ‘flexible content’ series for the New Zealand Transport Agency (NZTA) aimed at stoner drivers.

The visual story follows two young guys driving home after a ‘session’ in the afternoon. The driver is stoned; he’s compensating and trying really hard to remain focused on the road but his mind wanders and chaos unfolds. In Thoughts – released last Sunday – none of the characters talk.

Brigid Alkema, executive creative director, Clemenger BBDO: “Thoughts is a blank canvas; a flexible piece of content, purposely designed for people to now play with. We’ve invited comedians to write and voice what’s going on in their wandering minds to animate the series. Every time you see it, you’ll hear something different – from straight out nonsense to something topical happening in NZ or around the world.”

Screen Shot 2016-02-23 at 12.25.47 pm.jpgToday, NZTA and Clemenger BBDO release the second iteration – Josh Thomson’s Thoughts – with the voiceover of comedian, Josh Thomson, adding commentary to the wandering mind of the ad’s stoner driver. As the Thoughts campaign continues different comedians will add their own interpretation of wandering minds to the same section of the ad.

Continuing on from the award-winning work of Blazed and Tinnyvision, Thoughts shows what can go wrong on the road when your mind is affected by drugs says NZTA principal advisor, Rachel Prince.

Says Prince: “As a nation we’ve bought the message not to drink then drive, but many Kiwis are complacent about the effects of driving stoned. We want to help Kiwis make the right decision not to drive after taking drugs. The ad is based on insight that people think driving stoned isn’t a big deal because they can compensate for being a bit slow by driving more slowly and carefully.”

Alkema adds that the agency didn’t want to stereotype stoners: “There’s no one ‘stoner’ audience so the idea of creating different personas voiced by a range of comedians lets us reflect many different audiences, with the core truth relatable to all.”

Comedian and What We Do in the Shadows actor, Cori Gonzalez-Macuer, will voice the next iteration of the ad to be released on Thursday 25 February.

Client: NZ Transport Agency

Paul Graham  (Principal Scientist)

Rachel Prince (Principal Advisor)

Agency: Clemenger BBDO/ Proximity

Media Agency: OMD

Production Company: Ruskin Films

Director: Nathan Price

Producer: Claris Harvey

DOP: Ginny Loans

Editor: Tim Mauger

Original Music: Lee Prebble and Barnaby Weir

Sound Design: Paul Stent