Why the AA is helping bank robbers get away in its latest ad

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 AA is leaving motorists confident even in the most bizarre life moments in a comedic debut campaign with creative company, The Gate, depicted here.

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.

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45 Comments. Leave new

  • Phil Thunder
    July 25, 2023 7:30 pm

    So what building was used for the bank raid?

    Reply
    • It was, what used to be, the Civic Centre (town hall) in Dagenham.

      Reply
    • It’s now CU London, one of four London campuses of Coventry University, who have been tenants and investors in the building and education partners in the Borough since 2017.

      Reply
    • It used to be the civic centre in Dagenham now part of Coventry university..was the barking and Dagenham Council offices

      Reply
  • The statement “what’s wrong with the car” sounds like northern Irish accent, hence reinforcing the old ideas of Irish people being “thick or stupid” today it’s racist, explain please

    Reply
    • Ummm … Nothing like a NI accent, try ROI ……. As a one from NI 🤦‍♀️🤦‍♀️🤦‍♀️

      Reply
    • Does it matter it’s an ad,I don’t think it’s trying to say the Irish are thick or stupid and please stop dragging the word racist out every five minutes.

      Reply
    • Rubbish, my ex wife asks that question every time her car appears to stall at traffic lights. I have to remind her that the car has an ECO setting and is supposed to turn the engine off after a brief stop.
      She’s a Londoner so location has nothing to do with it.

      Reply
    • What planet are you on. There is nothing racist about that advert. If you are determined to see racism in everything, I’m sure you’ll find it. The rest of us just accept things for what they are. Just people doing “people things”.

      Reply
    • The Irish are not a race…..( Stupid )

      Reply
    • There’s always one. 🙄

      Reply
    • Sounds republic of ireland

      Reply
    • Or perhaps he just auditioned and did really well. Perhaps they should advertised for non Irish sounding people. That wouldn’t have been racist. The getaway driver was black should we be concerned about that too!!

      Reply
    • What are you talking about. Now you can’t use an accent. The main player has a London accent. The other person has an Irish accent and it doesn’t make an Irish person sound dumb. They need to lock people up to stop woke people spreading stupid comments.

      Reply
    • Maybe they could have discriminated against the actors. No Irish or black should apply. Would you have preferred that woke mam?

      Reply
  • Bank robberies are uncommon now due to their being less cash being in banks. Also, why has the main robber got an Irish accent, if this person had another accent, colour, or creed I’m sure the way things are today there would be uproar from these groups.

    Reply
  • Who is the get away driver

    Reply
  • I think I am an intelligent woman. I must have seen the AA bank robbery ad about 30 times and have never worked out the story line. I Googled it today for an explanation.
    Luckily I am not in the AA’s target audience – they would have certainly lost a customer if I had been. I have never in my life responded to a TV ad before but the crassness of this one is beyond belief.

    Reply
    • What? The storyline/ plot line call it what you like should be quite simple even for an ‘intelligent woman’!
      Bank robbers grab the loot only to exit the scene of crime to find getaway car broken down. Getaway driver confidently tells them that the AA are on their way.
      Simple.

      Reply
  • Hi. The lovers scene makes no sense! The woman is essentially showing she is happy that her husband will not be delayed as he is with the AA & will be home soon. Unless of course he is on his way to the airport- but that is unclear.

    Reply
  • Lynda Eastment
    August 20, 2023 2:58 pm

    Not impressed with this new campaign at all. Worked for The AA for 20+ years, still a member because it is, and always has been, a good reliable motoring organisation. The ad from Centrica ownership days about calling The AA for a plumbing leak at home was bad enough, but this latest campaign tops that

    Reply
  • What a lovely building! Any information, please?

    Reply
  • I think the robbers advert is in bad taste. It is making light of a crime , this can be watched by children and is not funny. If you wanted to make it an extreme circumstance choose something silly or fantasy instead.

    Reply
  • Lilian Schaeffer
    October 1, 2023 3:52 pm

    I love the new advert from the AA with the bank robbers..The actor with the Irish accent is so refreshing, n you have to smile at the relief in his face, when being told they’re with the AA. Hope to see more of him & equally well thought out adverts, & most of all, put a smile on our faces

    Reply
  • A married women cheating. Bank robbers being helped to escape. Taking a learner driving into a serious situation. The people thinking this is a good way to look at the AA. Are stupid at best. Why not show a doctor being helped to get back on the road to help his serious ill patient. Or a really nervous driver being helped to over come their fears. Etc

    Reply
  • Absolute a joke – management needs to be totaly replaced – who authorized this totally inappropriate advert – !!!!

    Reply
  • I’m a bank robber, I’m convinced so have just joined the AA. Looking forward to my next heist. Who says crime doesn’t pay? I’m with the AA! (Joke)

    Reply
  • This advert was taken from a scene in the 1980s TV series Minder S3 Episode 12, where George Layton played the charector Des, which he tells this story of masked men running out of a bank, losing the car keys then calling the AA for help.

    Reply
  • I am an my Husbsnd are members of the AA for how long I dont know after thus Ad.I take offence to the put on irish accent and the format of this Ad all it needs is a dog fir the saying Blacks Irish an Dogs..

    Reply
  • I consider, that you are not right. I can prove it. Write to me in PM.

    Reply
  • Worked with James in late eighties

    Reply
  • Worked for James late eighties

    Reply
  • Barbara Blundell
    December 17, 2023 8:55 am

    What is in the bag he offers bank robbers at the end , my husband says he says’ anyone want a Bennett’ what is a Bennett? Or has he heard wrong!

    Reply
  • Nigel Dawson
    April 8, 2024 6:22 pm

    Isn’t it time this AA advert was dumped, it seems to have gone on forever and whatever humour it may have had, is certainly past its “sell buy “ date . It’s really annoying!!

    Reply
  • Anyone else noticed in the bank robbers ad that the police are also being attended by the AA ?!!

    Reply
  • The location of the “Bank”
    was familiar to me. I though thats a Town Hall and realised it was my fathers old offices at Dagenham! Brought back lots of memories from when I was a child.

    Reply

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