New NZTA ‘Mandom’ and ‘Mantrol’ campaign launches via Clemenger BBDO, Wellington
The New Zealand Transport Agency has launched a new road safety advertising campaign focusing on the concepts of ‘Mandom’ and ‘Mantrol’.
The new campaign developed by Clemenger BBDO Wellington introduces the concept of ‘Mandom’ – a place where a man is in complete control of his surroundings.
But it’s not all fun and games. While these guys think that they’re experts and have the man stuff sorted, there’s still one important element that they don’t have complete control of yet… their driving. They’re not in ‘Mantrol’.
NZTA advertising manager Rachel Prince said rather than point the finger at young men for driving badly, the campaign uses the ‘Mantrol’ concept to point out how to drive well. “A big part of mastering any skill is knowing your own limits. This campaign stresses that part of being a great driver is knowing when to pull back to account for the things you can’t control – the road, the weather and other drivers.”
Directed by Nick Ball from @radical.media, the 60 second TV spot at the centre of the new campaign was introduced by two 30 second unbranded teasers in the week leading up to the launch, and is accompanied by radio, print, billboard and online executions.
22 Comments
It disgusts me the amount of money or tax dollars go to make. They are making new ones every week and this looks quite expensive. That said, this is actually pretty bloody good and makes a change from the usual crap.
odd idea but refreshing and yet again another boundary pushing approach from Clems and NZTA. We all know it’s a huge problem in our country, and i like that the client has had the balls to do something as out there as this.
really nicely executed as well, props to all. wish i’d done it.
Oh my god. Another man ad.
Thought it was for aftershave.
Then thought it was for beer.
Then thought it was for drink driving.
What’s it for again? Mancaves?
Agree.
Mantrol, Manpark, Man like…
What gives?
Don’t eat manly yoghurt while you’re driving or you’ll lose mantrol. Strange but true.
I’m over manliness.
Where’s something good for the girls?
the link to the long one isn’t working?
the short one makes absolutely no sense, buuut then the long one does, so it’s only after watching that that i think this is an awesome ad… but pity if you see them out of order…
kind of like the new asb.. mint sauce wtf!
It is now…
Nice one.
Credit to Clems and NZTA for doing something different.
Yes, it’s more ‘man’ stuff. But it’s one thing to do that in beer, it’s another to do it in road safety.
Hope this one works with the speeding lads out there.
I’m getting confused between all the various “man” centric advertising out right now, should I be drinking or driving… Still it’s better then being hit by the worlds worst Computer generated burger…. for shame.
New front end patched onto the same old schtick at the end.
Interesting that the only prominent brown face is the one behind the wheel of the crashed car.
The 16-y-o dickhead burning rubber all the way up to 80ks past my daughter’s kindy yesterday afternoon was far from a man, so I don’t see this applying to him.
That said, I am (a man), and as such I found myself thinking about this “mantrol” business while driving back from Whangamata last weekend, right up until I was distracted by the 40-y-o woman in the BMW (plates “LIPPY2”) who tried to pass us into the face of a campervan with its lights on (we were doing 100 at the time, iirc). I’ve seen a cop on that road maybe four times in fifteen years.
So all in all, I like the thought; it is time to start a seachange. But the execution is waaaaaaay overblown. There’s far too much goddamned detail in every room. How the hell much did this cost? Could we better spend some of this ad’s money on some more policemen on that road please? Could we better spend the money on a campaign to kick 16-y-o boys in the nuts to remind them they’re not superhuman? Could we better spend the money on sending flaming poo in a box to LIPPY2 and anyone else who drives like her?
Just askin’.
10:21 AM
I believe us girls got the ‘makeup smashing into the back of a car’ ad. -_-
This is incredibly refreshing and one of those spots that just keeps growing on you. Good to see the government pushing the envelope!
how about you publish the ‘cut through” analysis of the ad. Suspect we’ll all be proved right.
Yet another ad from Clems and NZTA that completely misses the mark. Look at the terrible speed ads we’ve already had…..that Robbie thing, then the impossible one with the stationary car sliding into a lampost that made a mockery of physics. Now we have Mantrol?
The thing these people miss is that for most young men, speeding is really fun. It’s exciting, dangerous, exhilarating. It makes you feel alive. Perhaps, and only perhaps, a girl mocking speed would work, but a guy who is clearly a spokesperson for a govt agency telling young men that speeding’s not cool just won’t work.
Time for an agency change methinks.
Half of the things in this ad that are presented as being in control aren’t at their essence about control.
They’re about pushing your skills right to the edge and seeing if you can still keep it together.
Like skateboarding or challenging video games.
Or driving really fast in your car.
these are aweosme.
Arse all arse- The reason being is the disconnect between the “Mandom” rooms and the key message of trying to get men to slow down and control a moving vehicle. You can just imagine the creative wankery that went into this one.
Did someone check that the mantrol and mandom monikers were not already in use?
Maybe they should have 🙂
What’s awesome is googling Mantrol. Y’know, sense-checking for old times sake 😀