FCB NZ creates the 'Road Commander' to deliver VTNZ's new 'We're on your side' brand platform

Screen Shot 2018-09-10 at 7.35.41 am.jpgVTNZ and FCB have launched the company's new 'We're on your side' brand platform with a series of TVCs featuring a new (anti) hero, 'Road Commander'.

The agency challenged themselves to create a campaign front-person who would represent the most significant challenge for VTNZ to pass. Enter Road Commander, a battle-hardened road warrior from a post-apocalyptic world.

Says Tony Clewett, executive creative director, FCB NZ: "What we love about Road Commander is that as the campaign unfolds, we realise he's actually just like us. He shares all of our hopes and worries about getting his warrant, and desperately needs that little sticker."

But a Road Commander is nothing without a vehicle to suit. His battle wagon; 'Fallen Angel' takes the shape of a classic '57 Chevrolet Bel Air, mixed with a four-wheel drive post- apocalyptic monster truck.

The final design was headed up by FINCH directors The Bobbsey Twins from Homicide, Guy Treadgold production designer and Peter Pound, who was the head vehicle designer
from Mad Max: Fury Road.

Clewett commented on 'Fallen Angel', "We couldn't let a guy like Road Commander drive around in a Corolla. His vehicle was especially created for the campaign and is, believe it or not, actually pretty much road legal. Once the harpoon and flame thrower are removed."

Along with 'Fallen Angel', 'Road Commander' is also joined on set by his prisoner, 'Garry', and a cast of VTNZ staff.

Melissa Cheals, general manager sales and marketing commented on using staff as extras: "VTNZ is like a family, we're real people. We understand that life is full of challenges and we want Kiwis to win. Whether it's passing your WoF, getting your licence, finding a great used car, or feeling confident and in control as you get ready to hit the road. Your success is our success. We're on your side."

'Road Commander's' adventures can be enjoyed over the next 18 months as the campaign rolls out with an initial series of five TVCs along with radio, out-of-home and social.

Client: VTNZ
Agency: FCB New Zealand
Production Company: FINCH
Director: The Bobbsey Twins from Homicide
Music: Liquid, Peter van der Fluit


Tom Hardy said:

I like.

The reaper said:

This is disappointing. It is funny in the way the A-team is funny when you watch it as a re-run. You laugh to be polite.

Gibbo said:

Nice. Massive leap forward from their rather painful dancing ads...

The Judge said:

It's really good. But I wish it were more extreme. Feels like the lite version.

Other than that, huge step forward.

Connan James said:

Really nice. Refreshingly under-played.

Dorothy leprou said:

I find this ad the funniest and most effective I have ever seen. Very clever with the expressions on the girl's face, the super tough road commander who is really a softie. (The way he so willingly hands over the harpoon). Better entertainment than most programs - I laugh out loud every time.

anne said:

Love it. The "that's disappointing" and "Blades.." finger wag are already classics in the family.

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