Mon, 25 Nov 2013 15:41:18 GMT
Allianz Insurance and the MERCEDES AMG PETRONAS Formula One™ Team today launched a ‘school run’ video campaign featuring team driver Lewis Hamilton. This follows research from Allianz which reveals that 42% of parents say always feeling in a rush is their top school run worry, while one in five parents get distracted by children whilst driving on the school run.
As a way of measuring the demands on parent’s driving skills when faced with boisterous kids in the car, Allianz asked Lewis to provide his take on just what a challenge this can be, even for professional drivers used to facing tough challenges.
Lewis had a taste of the demands on busy parents facing ‘school run stress’ when he agreed to drive two excited primary school children, Lauren and Jessica, along their usual route to school. The journey has been captured on video and throughout the journey the girls are seen quizzing Lewis on a wide array of topics and even break into a song they wrote for him.
David Radford, director of market management at Allianz Insurance, commented: “As we develop Allianz’s profile in the UK, we wanted to demonstrate that we understand the everyday driving experience many people face. Even a leading driver like Lewis Hamilton can find the morning school run stressful!”
He added: “Allianz is a partner of MERCEDES AMG PETRONAS Formula One™ Team and has a strong road safety campaign running in over 30 countries worldwide. It was therefore very important to us to bring our expertise here to the UK as part of our local brand awareness campaign, in this case highlighting the need to remain focused in a distracting driving environment.”
Lewis said: “I can certainly understand how parents could find the school run stressful and a real challenge when it comes to driving safely.”
He added: “Jess and Lauren were great fun but they were very chatty – so I had to make sure I remained focused on driving throughout the journey.”
The ‘school run’ video was shot on location in Brackley, Northamptonshire, UK.
Earlier this year Allianz launched a school run themed TV advertising campaign, as part of its objective to make the brand a household name in the UK, complemented by outdoor posters, bus backs and digital media in October.
Client: Allianz UK
Agency: Grey London
Creative Team: Peter Gatley
Producer: Holly Blackwell
Account Team: Ian Taylor, Lucy Gregory, Emma Reith
Production Company: RSA Films
Producer (Prod. Company): Alex Heathcote
Titles & Sound: Greyworks