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