The campaign, debuting the new tagline ‘You with RACQ?’, aims to embrace the larrikin nature of Queenslanders while reinforcing the features and benefits of RACQ’s assistance, insurance and banking products.

Launching with a pair of cheeky cockatoos playing a game of ‘spotto’ as a roadside assistance patrol arrives, the campaign effortlessly blends light-hearted humour into relatable situations that are often stressful and tense (for the humans).

This shift is a deliberate move by RACQ to continue to connect with its audience and members on a more personal level, reminiscent of the brand’s beloved ‘Charter Boat’ campaign that left a lasting mark on Queensland’s advertising landscape.

RACQ’s General Manager Marketing Membership and Digital Tim Cochrane said the brand platform spotlights RACQ’s products while maintaining a genuine and entertaining narrative.

“This is our new interpretation of what it means to be quintessentially Queensland, and we are excited to take the brand to a new level,” Mr Cochrane said.

“It leans into our core of trust and safety; and aligns with our vision to be a trusted partner for our members providing solutions to move and live safely, securely and sustainably.

“We are proud Queenslanders and believe this is reflected in our ads. We have served here for 119 years and are honoured to be Queensland’s largest Club.

“These are the first of many great moments we will share over the coming months.”

The animals were created using computer generated imagery (CGI), which involved meticulous study of their look and movements.

The campaign was developed for RACQ by creative agency VML and created by Brisbane film and television production company Chop Shop Post, with co-directors Lav Bodnaruk and Mike Mier.

“We are super proud of the result,” Mr Mier said.

“It has been a collaborative journey with RACQ and VML. The concept of this campaign rests with them – they came up with the ideas and we executed them.

“I think we have encapsulated something new and fresh, and hopefully, it will connect with many different audiences and demographics.”