Motoring association the AA is helping bank robbers make a swift getaway in its latest ad, produced in partnership with creative company, The Gate.
The series of ads shows the AA leaving motorists confident even in the most bizarre life moments, which also debuts the company’s new slogan, ‘Always ahead’, produced by Sixième Son and representing a new identity move for the brand.
One scene features a group of bank robbers attempting to escape but discovering their getaway driver unfazed by their broken-down car – before he reassures them with the film’s strapline and title: “It’s OK lads, I’m with the AA”.
Alongside the TV advert, “It’s OK, I’m with the AA”, will run across multiple channels, including out-oh-home (OOH), radio, print, online and cinema.
Directed by Si&Ad from Academy Films, the film showcases a number of motorists who find themselves in hilariously implausible situations but remain surprisingly calm, much to the surprise of onlookers.
In another scene a baffled student driver is directed to ‘take the next right’, into a road sign that indicates an ‘Enormous Swirling Vortex’ is ahead – before the driving instructor reassures her, they’re with the AA.
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The TV advert has been formatted into several clips, including 90 seconds super cut, an official 60-second ad and three 30-second versions, which will be showcased on ITV2’s Love Island today (17 July).
“People may be shocked seeing the AA helping bank robbers or the 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,” said association president, Edmund King.
Will Harrison, AA group brand director, commented: “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.
“We think the phrase ‘Its ok. I’m with the AA’ will resonate with current and future members,” Harrison added.
This latest work marks a change in direction from the breakdown company’s previous campaigns with Omnicom-owned Adam&Eve – such as ‘Love That Feeling’ and ‘Singing Baby’.
The decision to work with The Gate followed a strategic agency review which led to a pitch process that included Anomaly London and New Commercial Arts, while Adam&Eve declined to repitch.
