Mix Your Go: Needy Speedy

Aucklanders have long been in relationships with their cars. It’s their second wardrobe, their karaoke booth, and good times maker. But let’s face it, it’s starting to feel a little toxic. Auckland Transport is encouraging Kiwis to open their minds to other modes of transport like walking, biking, busing, ferrying, and training. The campaign invites Aucklanders to have a more open relationship with their cars.

Our hero TVC features Sarah, a young professional, whose clingy car shows up at her office… again. It’s an ordinary workday when Sarah steps out of her office, only to find her car parked right in the middle of the open workspace, waiting for her like an ex-boyfriend who just won’t take the hint. The car has followed her - no warning, no invitation - making an embarrassing scene. Sarah, clearly uncomfortable, has to calmly approach the car, talking to it in a soft, soothing voice, so it doesn’t cause a fuss. “I told you, we need some space,” she says, as the car awkwardly tries to push its way into her day.

It’s a playful, relatable moment that draws on the uncomfortable, sometimes overbearing nature of relationships we’ve all experienced, whether it’s with a clingy partner, or in this case, a car. The ad nudges Aucklanders to rethink their everyday habits and explore alternative, more sustainable ways of getting around, like taking the bus, bike, or even walking.

The concept is light-hearted yet effective, using humour to show that while cars have been an essential part of life, it might be time to try something new, something that gives you space and freedom. It's a gentle reminder that it’s okay to change things up - and sometimes, taking a step back from the car can lead to a healthier, more balanced routine.