HHCL ads highlight human side of AA

HHCL & Partners has created a campaign for the AA that highlights its ability to fix cars at the side of the road rather than towing them to a garage.

HHCL & Partners has created a campaign for the AA that highlights

its ability to fix cars at the side of the road rather than towing them

to a garage.



The two ads, which break on 16 April, aim to illustrate the human side

of the organisation and highlight the professionalism of its patrol

force under difficult circumstances.



The commercial introduces Adam, the AA man who is attending a breakdown

at the side of the road. As the breakdown victim winds her window down,

he realises that the woman in the car is his ex-girlfriend, Ruth. The

couple exchange greetings before Adam admits he’s been thinking about

her lately.



But Ruth, who is running late for a meeting with her new boyfriend,

Will, clearly does not feel the same way. She asks Adam if he can fix

the car then and there and avoid being towed to a garage. As Ruth drives

away, her car fixed, Adam climbs into his van looking despondent.



The ad finishes with the line: ’To our members we’re the fourth

emergency service.’



The campaign was written and art directed by Jonathan Burley and Ian

Williamson.



It was directed by Ringan Ledwidge through Harry Nash. Media buying is

being handled through Zenith.



Graham Hardy, the advertising and communications manager at the AA,

said: ’The ad not only highlights the human touch that our members have

grown to appreciate when faced with stressful situations at the roadside

but also the high level of professionalism from our 3,500-strong patrol

force.’