303Lowe introduces “Captain Risky” in a new campaign for Budget Direct insurance.
The Evel Knievel-style character utters his “Let’s kick it and rip it” catchphrase before embarking on a series of foolhardy daredevil moves. Set to a very seventies soundtrack, these stunts include platform diving into a kiddie pool, hanging on to a helicopter over the ocean, crashing a motorcycle through a bus window, and more. The spot ends by explaining that Budget Direct doesn’t insure Captain Risky so that rates stay low. He’s a fun character, with plenty of room for development in the future, and a good stand-in for all kinds of dangerous drivers.
“We think it’s very clearly comedic, stupendous, ridiculous, parody fun,” Jonathan Kerr, client marketing chief for Budget Direct, told Mumbrella. “We’re quite comfortable that people understand him as kind of a metaphor and not someone to be imitated.”
Credit:
Client: Budget Direct
Campaign: Captain Risky
Agency: 303Lowe, Australia
Executive Creative Director: Richard Morgan
Copywriter: Sean Larkin
Art Director: Adam Whitehead
Head of Business Management: Tony Dunseath
Business Director: Sophie O’Sullivan
Head of Strategy: Jon McKie
Agency Producers: Amanda Cain, Sean Ascroft
Director of Marketing & Digital: Jonathan Kerr
General Manager New Customer Acquisition: Paul Duggan
Campaign Manager: Jenni Osborne
Director: Hamish Rothwell
Production Company: GoodOil
Producer: Sam Long
D.O.P: Crighton Bone
Editor: Mark Burnett
Edit House: The Editors / Whitehouse Post