SapientNitro Asia Pacific, Singapore Follow Update

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Royal Automobile Club of Queensland - "Rescue Me" - SapientNitro Asia Pacific

  • Rescue Me
  • Royal Automobile Club of Queensland
  • Royal Automobile Club
  • SapientNitro Asia Pacific
  • Australia
  • Rescue Me
Product CategoryAutomotive
LanguageEnglish
Media TypeTelevision
Length60 Seconds
Creative Director Ralphie Barnett

Story

As a mutual organisation that's owned by its members, RACQ has done a lot for Queenslanders since 1905 - from roadside assistance and helicopter rescues, road safety education, community assistance and motorist advocacy to insurance, travel, motor vehicle finance and more.

The story of this iconic service organisation has been summed up by SapientNitro and RACQ in the idea of 'feeling rescued' and brought to life in a new brand campaign that puts a highly emotive spin on the Motown-inspired Rhythm & Blues classic "Rescue me". Launching the new campaign with 60-second and 30-second TVCs, the story of RACQ is told through song.

An acoustic version of the classic Fontella Bass track is delivered in a simple guitar track, with melancholic vocals by 18-year-old budding musician Jasmyn Kennedy, set to a series of raw, emotional scenes that demonstrate the ability of RACQ to rescue its members in important aspects of their lives.