RCLUB emphasizes the emotional aspect of high-performance driving in Joy of Driving

New work from Smaller Agency and Someplace Nice showcases traditional sports car elements, but adds a crucial layer of humanity.

Driving represents an escape—and a possible gateway to deeper connection—in a new spot for Toronto-based luxury auto share service RCLUB.

The two-minute spot from Toronto-based Smaller Agency, and directed by Sean McBride of Someplace Nice, showcases the throaty roar, acceleration and handling of a high-performance car but also adds an element of humanity. It features a father taking a young car-obsessed boy saddened by the apparent loss of his mother to a mostly empty parking lot, where he lets him use a remote control to “drive” a high-powered Ferrari.

The spot ends with an unexpected surprise, accompanied by the super “The joy of driving should be shared.” It is followed by the descriptor “Performance cars for use. No matter how you choose to use them.”

Someplace Nice director Sean McBride says that the objective of the campaign was to showcase RCLUB’s role in promoting family and connection through a shared love of driving and automobiles.

"Our goal was to capture the passion and joy that comes from driving. RCLUB is all about interesting cars, passion for driving and giving people access to great cars. It’s a lot to bring to life in a spot, so ultimately we focused on a simple story of a father/son relationship and the bond between them. It’s a great insight that we all bond over our passions and one that rings especially true for me as a parent,” says McBride.

RCLUB was introduced in Toronto last year and offers motorists access to a fleet of high-performance vehicles for an annual fee. In addition to the Ferrari, its fleet currently includes a diverse range of interesting cars that suit any driving need.

“Looking at RCLUB it’s easy to gravitate towards the fast cars and a slick clubhouse, but it’s so much more than that,” says Noah Barlow of Smaller Agency. “They offer a unique family friendly experience to come together over cars and that’s what makes it unique and interesting. We focused on the bonding moments that happen with cars and feel that ultimately it makes a much more interesting and heartfelt spot.”

Spot Title: Joy of Driving

Client: RCLUB

Agency: Smaller Agency

Executive Creative Director: Noah Barlow

Creative Director/Copywriter: David Ross

Art Director: Amber Hsu

Production Company: Someplace Nice

Director: Sean McBride

Executive Producers: Estelle Weir, Chilo Fletcher

Director of Photography: Michael LeBlanc

Producer: Mike Smith

Editorial: Outsider Editorial
Editor: Chris Murphy

Executive Producer: Kristina Anzlinger 
Assistant Editor: Calum Moore
 

Colour and VFX: Alter Ego

Senior Colourist: Wade Odlum

Colour Assistant: Daniel Saavedra

Senior VFX Artist: Joel Osis

VFX Assistant: Hali Gale

Producer: Spencer Butt

Audio: Vapor/RMW

Engineer: Ryan Chalmers

Creative Director: Dustin Anstey

Executive Producer: Lindsey Bates