RAC gives the Kookaburra’s laugh new meaning in latest roadside campaign via Wunderman Thompson Perth

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RAC has launched a new integrated campaign for its Roadside Assistance business that answers the age-old question; why does the kookaburra laugh?


Spearheaded by a 30” TVC, the campaign created by Wunderman Thompson Perth gives a comedic new meaning to the iconic Australian sound.

Joe Hawkins, Creative Director at Wunderman Thompson Perth explained “Breakdowns aren’t particularly funny for us humans. And it’s cruel to laugh at someone else’s misfortune. But Kookaburras can get away with it. And because they laugh so often, it means they’re seeing a lot of breakdowns, which reinforces the need for RAC Roadside Assistance. It’s a great, fresh take on promoting such a valuable service, and a sneaky way to recruit thousands of feathered influencers to spread our message.”

John Griffiths, General Manager of Motoring at RAC added: “We are very excited to bring the Kookaburra concept to life, which resonated very well with RAC members during testing. It has been great to see humour injected into this year’s Roadside campaign. While COVID-19 made the production process a little different than we are accustomed, we couldn’t be happier with the end result.”

The TVC launched on networks Sunday September 13th and will continue to roll out across commercial radio, Spotify and podcast platforms, OOH and dynamic banners.

Listen to the Radio/Spotify


RAC Motor
Executive Manager Motoring Products & Marketing: Dave Frankel
RAC Senior Marketing Manager – Motoring: Emily Bray
Marketing Manager – Projects & Support, Roadside: Emma Gray
Marketing Co-ordinator – Roadside Assistance: Zoe Adenan

Wunderman Thompson Perth
National Chief Creative Officer: Simon Langley
Creative Director: Joe Hawkins
Associate Creative Director: Lachlan Newham
Associate Creative Director: Jack Elliott
Senior Integrated Producer: Katherine Muir
Engagement Lead: Tammy Hackett
Engagement Manager: Farah Alias

Production: Beautiful Pictures
Director: Ariel Martin
DOP: Patrick O’Sullivan
Producer: Kate Downie
Sound: Cue Sound

Media Agency: Initiative