FCB Creates "Road Commander" to Deliver VTNZ's New Brand Platform
VTNZ 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,“RoadCommander.”
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.
Tony Clewett, FCB’s Executive Creative Director said, “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 battlewagon,"FallenAngel" takes the shape of a classic ‘57 Chevrolet Bel Air, mixed with a four-wheel drive post-apocalyptic monstertruck.
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 “FallenAngel,” “Road Commander” is also joined on set by his prisoner, “Garry,” and a cast of VTNZ staff.
Melissa Cheals, VTNZ’s 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 license, 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.
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Learn more at and follow us on Twitter and Instagram (@FCBglobal) and Facebook (FCB Global).
Video and Image:
You can view the video and image here: https://www.webcargo.net/d/14472954/sCERDF3Ocu/
Agency: FCB New Zealand
Production Company: FINCH
Director: The Bobbsey Twins from Homicide
Music: Liquid | Peter van der Fluit