Maritime New Zealand’s new advertising campaign uses black humour and 1980s TV show nostalgia to show that, like bulletproof vests, lifejackets don’t save people’s lives unless they’re worn. As well as encouraging older, diehard boaties to wear a lifejacket, the advertisements have appeal for a younger generation.
MNZ’s latest research shows that men aged 40 plus are the least likely to zip up on the water, despite 90% of boating fatalities being men. The 2013-14 summer safety campaign draws on this research to deliver the deadly message that having a lifejacket on board won’t save boaties or their mates if things go wrong.
The TV advertisement features two American buddy cops – complete with mullets and other ‘80s fashion statements – in a skirmish with mobsters on the docks. Brandon and Joe Bro have seen a lot of action together and, like many partners, have each other’s backs.
Joe Bro is wearing his bulletproof vest but, strangely, Brandon just carries his in one hand as they leap off a boat, take out a baddie, bust through a door and jump through a window. The closing scene sees Brandon shot by one of the mobsters while he attempts, too late, to put on his vest. Joe Bro is left holding his best mate as he breathes his last.
Joe Bro, who survives the shoot-out in his bulletproof vest, is MNZ’s summer safety ambassador in print, online and mobile advertisements. He also appears on MetService’s new marine weather mobile app.
Free safe boating packs will be available at Z and Caltex stations around the country over the summer boating season.
For more information go to http://www.maritimenz.govt.nz/Recreational-Boating/Safety-campaign/