AA takes Fourth Emergency Service image skywards

- The AA is building on its Fourth Emergency Service positioning by helping to set up the country's first national air ambulance association and donating £14 million to the charity over the next three years.

- The AA is building on its Fourth Emergency Service positioning by helping to set up the country's first national air ambulance association and donating £14 million to the charity over the next three years.

A TV advertising campaign developed by HHCL & Partners will break tomorrow to promote the tie-up. The ad, which is shot from the victim's perspective, features an upturned car surrounded by firemen, police and paramedics, while voices discuss how there isn't enough time to get the victim to hospital.

The victim then sees an air ambulance arriving with the AA logo on its belly. The chopper whisks her away and captions then announce the AA's support for the National Association of Air Ambulance Services.

Bob Sinclair, the AA group marketing director, said: "The majority of ambulance call-outs are road traffic accidents and a helicopter's ability to fly over congestion and airlift injured people quickly to hospital greatly increases their chance of survival."

As a result of the deal, the AA will be linked to the NAAAS for three years. The intention is to buy seven helicopters in that time, beginning with two by the end of this year. All the helicopters will be painted AA yellow.

According a source close to the company, a helicopter was brought in from Germany for the shoot, painted with the AA livery, then re-painted to its original colouring.



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