Turning Crisis into Confidence: AA’s Bold New Strategy
In a bold pivot from conventional advertising, The AA has unleashed a series of whimsical and daring TV adverts that promise peace of mind in the most bizarre situations. Dubbed “It’s OK, I’m with the AA,” the campaign aims to reinforce the reliability of The AA’s services through exaggerated, yet humorously relatable scenarios.
A Creative Twist on Traditional Advertising
The campaign, unveiled during the popular TV programme Love Island, features a variety of outlandish vignettes. From bank robbers facing flat tyres to a driving school pupil navigating a vortex, these adverts push the envelope of imagination. “The common theme is that everything is OK, when you’ve got the AA on your side,” explains Will Harrison, AA Group Brand Director. By dramatising extreme incidents, the campaign highlights the breadth and reliability of AA services in a light-hearted way.
Insights from Behind the Scenes
Edmund King, AA president, shares that the campaign’s strategy is about impact through unexpected storytelling. “People may be shocked seeing the AA helping bank robbers or a driving school directing a pupil towards a vortex, but these exaggerated scenes are there to show that customers with the AA can be confident that they will be ok whatever happens.”
Connecting Through Humour and Drama
The AA’s approach is grounded in a history of using humour and drama to connect with audiences. “Humour is a powerful tool to connect with our audience,” states Lucas Peon, Chief Creative Officer at The Gate, the creative agency behind the campaign. By mixing risqué and dark humour with real-life bizarre AA stories—like a dog swallowing a car’s immobiliser chip—the campaign creatively reinforces the message that AA is always prepared, no matter the situation.
Reaction and Reception
The adverts have sparked conversation and curiosity, successfully embedding the AA’s message of safety and readiness into the public consciousness. Supported by TV, cinema, social media, and digital channels, the campaign is set to reach a broad audience, ensuring that the AA’s legacy of safety and reliability continues to resonate with both current and future members.
“Since 1905, the AA has been committed to putting drivers first, and this new treatment shows that today we can bring confidence to drivers now and for the future for all their driving needs,” Harrison concludes, underscoring the AA’s long-standing commitment to driver safety and confidence.
In Conclusion
With its latest advertising strategy, The AA not only entertains but reassures its members that in any sticky, dramatic, or downright absurd situation, “It’s OK. I’m with the AA.” This campaign sets a new creative benchmark in the insurance and assistance industry, promising to keep members covered with a smile, no matter what lies on the road ahead.
Reference: https://www.theaa.com/about-us/newsroom/its-ok-im-with-the-aa
