RACV’s ‘As It Should Be’ campaign showcases member moments that matter most

RACV and Special have launched their first campaign together since the agency's appointment, introducing a new creative platform, As It Should Be, across four of RACV's key products.

The idea brings to light RACV’s longstanding commitment to supporting Victorians with common sense, care and a straightforward approach that puts people first, simply doing what should be done.

Special took a deep look into RACV and its history, from listening to customer service calls to exploring its Noble Park archives, and found an organisation focused on doing what is right. This ethos of uncommon decency inspired the platform ‘As It Should Be’, demanding simple, uncomplicated stories focused on humans and practical solutions.

Ryan Fitzgerald, Executive Creative Director at Special, said, "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. We wanted to bring to light the simple standards that should be a given, in a space where they often aren’t.”

The campaign comes to life through a series of observational films, each capturing a different Victorian setting in a single, locked-off shot. Narrated by the unmistakable voice of musician and actor Dave McCormack, the films use understated storytelling to depict everyday situations where RACV's services can make a difference.

Directed by Collider's John Hillcoat and shot by Academy Award-nominated cinematographer Ari Wegner, the films were captured on 35mm film, to underscore the authenticity at the heart of the platform.

Shane Capron, General Manager, Brand, Marketing & Member Communications at RACV, said, “Life doesn’t always go to plan, and we wanted to move beyond simply telling people what we do to showing the human side of how RACV supports its members. 

“Inspired by the everyday realities Victorians face, from potholes, identified as the top road concern in our recent My Country Road survey, to unexpected emergencies at home, like a blocked toilet, the campaign brings these relatable moments to life. Through authentic, relatable storytelling and distinctive brand assets, we captured a campaign that reflects who RACV is - practical, dependable and always there when our members need us most.”

Launching on October 26th, the campaign spans RACV's Emergency Roadside Assist, Emergency Home Assist, Motor Insurance and Home Insurance, highlighting the uncommon sense, care and service that underpin the offerings.

The campaign will roll out across television, cinema, digital, social and radio, supported by an integrated media strategy developed with OMD.