RACV AND SPECIAL UNVEIL PLATFORM CELEBRATING ‘UNCOMMON DECENCY’ IN EVERYDAY LIFE

RACV and Special have launched their first campaign together, introducing the new brand platform, As It Should Be. Spanning four major product lines, the campaign uses understated storytelling and cinematic craftsmanship to highlight RACV’s longstanding commitment to practical support, dependable service and putting Victorians first in everyday moments.

RACV has unveiled a new brand platform, As It Should Be, in partnership with creative agency Special, marking the first campaign from the agency since its appointment and setting a new direction for how the Victorian member organisation presents itself to consumers.

Rolling out across RACV’s Emergency Roadside Assist, Emergency Home Assist, Motor Insurance and Home Insurance offerings, the campaign aims to spotlight a quality the organisation believes has defined it for more than a century: doing the right thing in a straightforward and practical way.

The creative platform emerged from an extensive immersion process by Special, which explored RACV’s history and culture through customer service calls, archival material and conversations across the organisation. What the agency discovered, according to its team, was a consistent commitment to helping people through common-sense solutions and genuine care rather than grand claims or complex promises.

The resulting campaign adopts a deliberately restrained approach. Rather than focusing on product features or promotional messaging, it centres on relatable situations drawn from everyday Victorian life and illustrates how RACV’s services can provide support when things do not go according to plan.

Ryan Fitzgerald, Executive Creative Director at Special, said the work was built around the idea of highlighting expectations that should be standard but are often overlooked.

“ 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,” he said.

The platform comes to life through a series of observational films set in recognisably Victorian locations. Each film is captured in a single, locked-off shot, allowing everyday moments to unfold naturally. Narration is provided by musician and actor Dave McCormack, whose familiar voice lends warmth and authenticity to the storytelling.

Adding further creative credentials to the work, the films were directed by John Hillcoat through Collider and shot by Academy Award-nominated cinematographer Ari Wegner. The decision to shoot on 35mm film was intended to reinforce the campaign’s focus on authenticity and human connection.

For RACV, the campaign represents a shift towards showcasing the real-life experiences of members rather than simply describing products and services.

Shane Capron, General Manager, Brand, Marketing & Member Communications at RACV, said the work was inspired by challenges that many Victorians encounter, from deteriorating roads to household emergencies.

“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,” he said.

Capron noted that potholes emerged as the leading road concern in RACV’s recent My Country Road survey, while domestic issues such as blocked toilets also served as inspiration for the campaign’s relatable scenarios.

“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,” he said.

Launching on 26 October, As It Should Be will be supported by an integrated media strategy developed with OMD and distributed across television, cinema, digital, social and radio channels, bringing RACV’s message of practical support and everyday reliability to audiences across Victoria.