BCM has released a new TVC for Surf Life Saving Australia, following up on the highly successful 2007 Year of the Surf Lifesaver campaign also developed by the agency. The new commercial, themed “Whatever it takes,” was developed by BCM and Mark Toia from Zoom as a pro bono project. It depicts an army of lifesavers mobilising a rescue effort over land and sea. The new TVC also showcases the organisation’s progressive nature, incorporating the latest technology in communications and vehicles.

“Central to the campaign is the idea that no matter what new technology might be available, it is the dedication and willingness of surf lifesavers to do whatever it takes that is at the heart of the organisation. It is important to remind the public of this as the Surf Life Saving movement moves into its second century of existence in Australia,” said BCM Partner Paul Cornwell.

The TVC launched on 13 January and a range of campaign executions will follow incorporating radio, press and online to support the TVC throughout the 2008 year.

Campaign credits:

Creative Director - Nick Ikonomou
Writer/Art Director - Greville Patterson
Agency Partner - Paul Cornwell
Account Director - Alan Kewley
Agency Producer - Shane Ford
Director - Mark Toia (Zoom)
Producer - Keri Grant (Zoom)