10 things I hate about the new ACC ads
Do you like fun?
Because the latest ad campaign from ACC has me thinking once you hit 30, or have babies, it's something you're not allowed to have anymore.
Now using a negative bias in advertising isn't a new thing.
But if your only way to make your audience take action because they feel shit about themselves (I see you diet culture) it doesn't sound like a very value-led, or even creative-led, approach.
Whereas making them feel something more positive - inspired, motivated, empathised with - that's better. That's better across sales pages, products ads, brand messages.
But I'm waaaaay ahead of myself here - let me give you some context...
This is what the ACC radio ad sounds like:
"If you get hurt, who gets harmed."
"If you get hurt, who will take the tamariki to their sports games?"
"If you get hurt, who will look after the kids?"
etc etc
And here's 10 (minus 4) things I hate about the campaign that you can learn from...
Like I said - negative bias. This is a common advertising spin, but it’s a lazy one. The harder but better way to go is making the audience feel understood, tapping into their aspirations and solutions rather than their guilt.
Speaking of guilt- it’s using mum guilt. It’s 2022. Mum guilt is something that should be left in the past, along with the patriarchy. The reason I say mums is because mums are still the primary caregiver in majority of cases. If you’re writing an ad you need to be sense checking for this century!
It implies anyone over a certain age bracket, or with kids, shouldn’t have fun. That it’s selfish to engage in any potentially risky activity. No mountain biking, heck no running or walking even ‘cause what if you tripped over a tree root? (This is direct example btw, all of my ACC injuries over the last decade have been from mountain biking, BMX or most commonly, tripping over while running - I even created a new ACC claim from running today)
It forgets what ACC is even for. ACC is for when you have a surprise accident and need help with your bills or medical care. That’s the entire purpose. It's your back-up, your saviour, it makes you grateful you begrudgingly paid for ACC for all those years. So why is this campaign acting like the opposite?
It uses narrow examples - refer back to point 2 re: mums.
It makes the audience feel shit. Negative advertising has its place in the likes of smoking in cars with kids, sure. But when it comes to fun? No way bucko.
And here's one that they got right...
They used a human insight (remember when I emailed you about that?) that as parents and caregivers you do become more risk adverse because you worry about being there for them. It's insights that connect, but how you use them matters.
What would I have done better? Well, because I want to empower and inspire my children to try new things by being brave and adventurous myself, I'd prefer to think of ACC as the backup for when that doesn't go as plan. The thing that makes it okay to give new things a go and play with my kids.
Sure, that doesn't mean doing something outrageously dangerous and crazy, but it's doesn't mean sitting on the sideline and saying "nah, if mummy gets hurt, you get harmed".
On that note, see you at the skatepark?
