The Automobile Association (AA) is taking bold strides to reshape its brand image with a pair of light-hearted, humorous spots that underscore the importance of its car cover services. 

Developed by creative agency The Gate, these 30-second films utilise risqué and dark humour to drive home the brand’s ongoing message: ‘It’s OK, I’m with the AA.’

Sticky Situation: A Gossipy Reveal

In the first spot, titled ‘Sticky Situation,’ viewers are treated to the comical aftermath of a woman’s collision with a carpet glue van. As she sits stuck to her steering wheel, a bystander, equally amused and concerned, captures the event on their phone. 

Despite her sticky predicament, the woman remains remarkably composed, chatting away with a calm demeanour that epitomises the assurance provided by her AA membership. 

This light-hearted scenario is designed to showcase the peace of mind that comes with being an AA member, emphasising the reliability and support provided through their Roadside Assistance service.

Shadow: A Raunchy Comic Feast

The second film, ‘Shadow,’ delivers a raunchy, Carry On-style comedic scenario. It features a man whose large, shadowy silhouette projected onto a wall creates a risqué misinterpretation for passersby. 

The humour is cheeky yet effective, catching viewers off guard and keeping them engaged. This spot highlights the AA’s Accident Assist service, driving home the message that even in the most embarrassing or awkward situations, the AA provides steadfast support.

Humour as a Connection Tool

The Gate’s chief creative officer explained that humour is a powerful tool for connecting with their audience. By presenting light-hearted and entertaining scenarios, the AA can deliver a serious message in an engaging way. 

The goal is to reinforce the idea that the AA is always ready to provide the necessary support, ensuring members feel secure and confident on the road. They stated that humour breaks through the noise allowing them to communicate the critical message that the AA is a reliable partner in any driving situation.

Nationwide Campaign Launch

This new campaign is set to break nationwide, with a strong presence on TV and cinema screens. The campaign will be further bolstered by executions across social media and digital channels, aiming to reach a broad audience. 

This strategy builds on the success of last summer’s campaign, where motorists faced with uncomfortable situations remained calm, thanks to their AA membership. 

What’s more, the AA’s marketing team has meticulously planned the rollout to ensure maximum visibility and engagement, utilising targeted ads and interactive social media content to capture the audience’s attention.

Building on Success

Last summer’s campaign was immensely successful, featuring a series of motorists in tricky situations who all maintained their composure, declaring, “It’s OK, I’m with the AA.” 

The latest spots seek to build on this success, continuing to highlight the AA’s commitment to providing peace of mind and confidence to UK drivers. By focusing on relatable and humorous scenarios, the AA hopes to foster a deeper connection with its audience, making the brand more approachable and memorable.

A Message of Confidence and Support

The AA’s group marketing director emphasised that the association has always been about providing peace of mind to drivers. They are excited about the new campaign, which underscores that even in an accident, members can feel assured that everything will be okay with the AA by their side. 

They went on to express that their members’ safety and confidence are their top priorities. What’s more, these new ads are a testament to their unwavering dedication to supporting drivers, no matter what challenges they face on the road.

Conclusion: Reinforcing Reliability with a Smile

In conclusion, the AA’s new campaign masterfully blends humour with a serious message, reinforcing the reliability and support that members can expect. Through the creative efforts of The Gate, these light-hearted spots not only entertain but also remind drivers of the peace of mind that comes with AA membership. 

As the campaign rolls out nationwide, it aims to strengthen the AA’s brand perception and reassure drivers that no matter what happens, they can confidently say, ‘It’s OK, I’m with the AA.’ 

Finally, by using humour to highlight their services, the AA effectively captures the essence of their commitment to customer satisfaction, ensuring that every journey, regardless of the bumps along the way, is a safe and confident one.