NZTA continues ‘Legend’ campaign with launch of new ‘Dilemmas’ commercial via Clemenger BBDO

Clemenger BBDO Wellington and the NZ Transport Agency have launched the latest in the ‘Legend’ series, the long-standing anti-drink-driving campaign.

Directed by Steve Ayson, ‘Dilemmas’ is the first work from new production company 3&7, of which Ayson is at the helm.

Over the last decade, the anti-drink-driving campaign has embedded itself in New Zealand’s culture and slowly shifted our attitudes to the point that most Kiwis now agree they wouldn’t drink and drive. Among young men, however, there are gains to be made. 

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Says Rachel Prince, principal advisor advertising at the NZ Transport Agency: “Despite significant shifts in drink driving behaviour, there’s still work to be done, particularly among young men. We know that getting these guys to intervene-when they likely aren’t sober themselves-is a tough challenge.”

Says Brigid Alkema, executive creative director, Clemenger BBDO: “There’s a full mate code in place with these guys. Stopping someone from driving drunk is seen as disrespectful to their manhood. This work aims to re-frame what intervention means, from protecting their mate to protecting their unique and irreplaceable mateship.”

Says Ayson: “In real life these guys are constantly trying to out hard-out each other. But at the same time they would do anything for their crew. My approach is an aggressive combination of hard-out idiocy injected with a deep connection between loyal friends.”

Dilemmas has launched with TV, cinema and online placements planned.

Client: NZ Transport Agency

Production Company: 3&7

Director: Steve Ayson

Media Agency: OMD Wellington