Humour and nostalgia for 1980s cop shows are being
tried by Maritime New Zealand in a campaign to urge
middle-aged and older men to wear life jackets on the water.
Launched on Sunday, the television advertisement features two
American buddy cops in a skirmish with mobsters on the docks.
''Joe Bro'' is wearing his bulletproof vest but, ''Brandon''
just carries his in one hand as they leap off a boat, take
out a villain, bust through a door and jump through a window.
The closing scene sees Brandon shot by one of the mobsters.
Too late, he attempts to put on his vest and Joe Bro is left
holding his best mate as he breathes his last.
The campaign was inspired by Maritime NZ research, which
shows men aged 40 and above are the least likely to zip up a
life jacket on the water.
Maritime NZ education and communications manager Pania
Shingleton, of Wellington, said despite 90% of boating
fatalities being men, too many did not realise ''being close
to your life jacket is like being close to your bulletproof
vest - it's just not close enough.''
''People think if they have an accident, they'll have time to
put their life jacket on, but boating tragedies tell a
''The ad shows that, to save your life, life jackets must be
worn, not carried."
In the Queenstown Lakes District, on any waterway, boats must
carry a life jacket for every person on board and all
children aged 10 years or younger must have their life jacket
On any vessel 6m long or less, life jackets must be worn.