Distracting new ads show how The AA gets members out of sticky situations

Motoring association The AA is looking to challenge and broaden long-held perceptions around its brand with a pair of light-hearted spots that illustrate why car cover is so important.

Developed by creative agency The Gate, the two 30-second films use risqué and dark humour to spotlight the brand’s ongoing “It’s OK, I’m with the AA” brand message.

In ‘Sticky Situation’, we are treated to a gossipy reveal of the after-effects of a woman’s crash into a carpet glue van – she remains remarkably relaxed despite being stuck to her steering wheel, due to her AA membership.

In ‘Shadow’ we are treated to a raunchy, Carry On-style comic feast of – ahem – sizeable proportions.

Both films were created to raise awareness of specific services offered by the AA, spotlighting the Roadside Assistance and Accident Assist options offered to the association’s members.

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“Humour is a powerful tool to connect with our audience,”said The Gate chief creative officer, Lucas Peon.

“By using light-hearted scenarios, we highlight the serious message that The AA is always there for its members, providing the support they need in any situation,”

Breaking nationwide this week, the campaign will run primarily across TV and cinema, supported by further executions via social media and digital channels.

These latest spots will looks to build on last summer’s immensely successful effort which saw a series of motorists faced with uncomfortable motoring situations yet reacting with complete calm, stating “It’s OK, I’m with the AA”.

Group marketing director, Will Harrison added: “We have always been about providing peace of mind and confidence to UK drivers. We’re very excited about this new work highlighting that even in an accident, members know it’s OK when they’re with The AA.”

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