New Zealand police are back with dogs, drums and answers to popular questions in latest recruitment vid

Ogilvy and Damien Shatford return for another quirky turn

Published On
Nov 01, 2018

Editor's Pick

New Zealand cops are on the beat again, literally drumming up interest in police recruitment in a worthy follow-up to the viral “Freeze!” video that racked up 91 million views in a single week late last year.

While the previous video showed officers on patrol and chasing down crime, this time the cops are fielding questions from all the potential new recruits the last film attracted. More than 70 actual police officers and staff answer questions like “Do you need a full driver’s license?” and “I wonder if I can have tattoos” and “Does size matter?” (Yes; absolutely; not if you’re a human.)

The island nation’s quirky sense of humor is on display again, too, in the three-minute spot from Ogilvy directed by Sweetshop’s Damien Shatford. A wannabe recruit with bad eyesight shakes hands with a tree, Austrians are disappointed to learn that it’s Australians who are actually eligible to join the force and a future negotiator realizes he’s not very good at it. Oscar Kightley, who plays a New Zealand cop on the TV show “Hunt For the Wilderpeople” pops in, as do Minogue and O’Leary from the “Wellington Paranormal” TV show, who almost spill the beans about their top secret work.

There’s a focus on attracting women and minority recruits, and officers speak Maori in several scenes. Interested viewers who still have questions can watch more video answers at newcops.co.nz, and live chat and email Q&A sessions will follow in the coming months.

Credits

Date
Nov 01, 2018
Client:
New Zealand Police
Deputy Chief Executive, People & Capability:
Kaye Ryan
Acting Deputy Chief Executive: Public Affairs:
Jane Archibald
National Manager, Marketing & Communications:
Paul Halford
Senior Marketing Advisor:
Helen Flannery
Senior Social Media Advisor:
Jess Bovey
Acting Māori Strategic Advisor, MPES:
Mere Wilson Tuala-Fata
Agency:
Ogilvy, New Zealand
Chief Creative Officer:
Regan Grafton
Executive Creative Director:
Lisa Fedyszyn
Executive Creative Director:
Jonathan McMahon
Senior Creative:
Cece Chu
Design Director:
Danny Carlsen
Head of Design:
Nathan Chambers
Photographer:
Jamie Wright
Photographer:
Luke Harvey
Head of Operations:
Siobhan Burke
Agency Film Producer:
Matt McPhaill
Planning Director:
Ben Fielding
Executive Director:
Wendy Schrijvers
Project Director:
Joel Walden
Project Director:
Kimberley Clark
Head of Media:
Rachel Anderson-Cormack
Group Media Director:
Gerard Duignan
Digital Media Manager:
Nick Pickering
Business Director, Tātou:
Jerome Mika
Head of Digital:
Clare Warne
UX Designer:
Kieran Savage
Head of Technology:
Greg Rogan
Senior Developer:
Joseph Lewis
Production Company:
Sweetshop
Director:
Damien Shatford
Managing Director:
Fiona King
Executive Producer:
Ben Dailey
Director of Photography:
Marty Williams
Head of Post Production:
Martin Spencer
Senior Editor:
Ben Marshall
Colorist:
Dave Gibson
VFX:
Gonzalo Deza
Sound:
Liquid Studios
Executive Producer:
Tamara O'Neill
Head Composer:
Peter Van Der Fluit
Senior Sound Engineer:
Craig Matuschka

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