RACV unveils first work from Special with 'As It Should Be'

RACV has launched its first campaign with Special since appointing the agency, introducing a new creative platform, As It Should Be, across four of its key products.

The campaign takes an understated approach to everyday mishaps, using a series of observational films to show how RACV helps Victorians when things don't quite go to plan.

Directed by Collider's John Hillcoat and shot on 35mm by Academy Award-nominated cinematographer Ari Wegner, the films capture familiar Victorian settings in single, locked-off shots, with narration from musician and actor Dave McCormack.

The creative platform was developed after Special explored RACV's history, including its archives and customer service calls, identifying a focus on practical help and straightforward service.

“Saying the quiet thing out loud can be a revolutionary act. That’s what ‘As It Should Be’ is about, delivering exactly what's promised,” Special ECD Ryan Fitzgerald said.

Launching on 26 October, the campaign covers Emergency Roadside Assist, Emergency Home Assist, Motor Insurance and Home Insurance.

The work will run across television, cinema, digital, social and radio, with media handled by OMD.