RACV launches ‘As It Should Be’ marketing campaign

RACV and the agency Special have introduced a new creative platform titled ‘As It Should Be’. The campaign covers four of RACV’s key products and aims to highlight the organization’s commitment to supporting Victorians through practical, human-focused solutions.

The campaign features a series of observational films shot on 35mm film to emphasize authenticity. Each film utilizes a single, locked-off shot to depict everyday situations where RACV services provide assistance. The films are directed by John Hillcoat, shot by cinematographer Ari Wegner, and narrated by musician and actor Dave McCormack.

Developed after Special investigated RACV’s history and customer service archives, the platform is intended to showcase the company’s ethos of common decency and straightforward service.