With an emphasis on magical realism, the films follow two unlikely heroes- one being a tyre on a cross country mission to replace someone’s tyre at the moment of it bursting, and jets of water that spontaneously put out equally spontaneous bursts of flame that threaten a country home.

Runaway tells the story of a lone tyre, magically propelling itself through the Australian landscape until it arrives on the scene to prevent a driver having a head on collision.

The campaign came with a clear challenge- to breathe fresh meaning and resonance into its positioning of ‘Help’ for NRMA Insurance, and to open up a more imaginative and differentiated world of storytelling for the brand, which is an Australian insurance giant. The spots were a huge departure from NRMA Insurance’s previous offerings, and from work in the sector in general. With an emphasis on magical realism, the films follow two unlikely heroes- one being a tyre on a cross country mission to replace someone’s tyre at the moment of it bursting, and jets of water that spontaneously put out equally spontaneous bursts of flame that threaten a country home.

The films are successful in their straddling of two worlds; the magical and the real. This approach sets them apart from most other work in this sector and gives them their uniqueness.

Runaway’s magic is grounded by the realism of the tyre and its journey, and so the tyre- while it is most certainly propelled by unseen magical force, is still bound by some laws of reality, it never strays into the realms of the anthropomorphic and therefore retains a lot of grounded charm.

NRMA Insurance is a part of the largest insurance network in Australia and New Zealand (IAG) and is itself one of the largest insurance companies in Australia. NRMA offers a wide range of insurance solutions across automotive, home and more.