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

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 explains; “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.


View the TVC here.



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


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


Media Agency: Initiative

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