• News (143)
    Marketing Week (02 Jun 2017)

    ‘Brits are bored of ads about car bonnets’ says AA as it focuses on fun with rebrand

    THE AA has launched a fun new TV campaign in an effort to make its advertising feel less functional. Having previously focused on listing the practical benefits of its car servicing, the new £10m campaign revolves around a 60-second spot starring a six-year old girl miming to Tina Turner's Rolling on the River. The ad showcases the brand's new slogan 'Because Anything Could Happen' and was created by ADAM&EVE/DDB. A second ad will follow later in the year with the child miming to a different track and will promote The AA's Car Genie breakdown predictor technology. The new work includes little digital spend apart from video-on-demand, instead opting for more traditional TV, outdoor, print and radio.

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    Campaign (02 Mar 2017)

    AA Charitable Trust 'Designated Driver' by Adam&Eve/DDB

    THE AA has teamed up with the DEPARTMENT FOR TRANSPORT in a major push to put a stop to texting whilst driving. Running under the government's 'Think!' initiative, the 60-second spot by ADAM&EVE/DDB sees a woman picking up her inebriated partner from the pub. As she begins to text whilst behind the wheel, her drunken partner, in shock at her behavior, suggests he should drive instead. The statistic that crashes are twice as likely when texting as they are when drink-driving then appears on screen. The ad ends with the statement, 'You wouldn't drink and drive. Don't text and drive'. Media for the campaign was handled by CARAT.

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