Brief Explanation

The campaign is made specifically for a regional audience. The strategy behind the campaign is to leverage the strong sense of mateship and community found in the country. The central idea behind the campaign is a fictitious affliction called Matemorphosis. Similar to the metamorphosis of a caterpillar to a butterfly, Matemorphosis describes the process whereby a mate can morph into a knob (or equally disparaging) as soon as he gets behind the wheel of a car. The campaign's television commercials feature people from regional communities who put forward a variety of humorous ways to tell a mate that his bad driving habits are unacceptable.