RACQ, a member-owned provider of roadside assistance, insurance, banking and travel services, has launched a new brand platform in collaboration with WPP creative agency VML.

The platform, titled 'You with RACQ?', debuts with four commercials featuring pairs of native animals in relatable, often stressful situations. The commercials are part of a fully integrated campaign across TV, radio, outdoor, online video, digital, and social media.

RACQ’s General Manager Marketing Membership and Digital, Tim Cochrane, said: “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.” The new brand platform is said to reflect the company's core of trust and safety.

The new brand platform marks a shift by RACQ to connect with its audience and members on a more personal level. The commercials were created in collaboration with Chop Shop, which created 3D animals overlaid with the facial expressions of real people.

Managing Director of VML Brisbane, Adam Kennedy, said: “It’s a privilege to create a new platform for an iconic Queensland brand, like RACQ. This new creative direction for the brand takes relatable Queensland scenarios and combines them with the personality, charm and cut-through observations of our feathered, furry and scaly friends.”

This is the first work that VML has created for RACQ since its appointment in 2023.