AMV BBDO has created a series of sponsorship idents for Channel Four Weather on behalf of the RAC, which are aimed at driving membership figures.
The idents each start on a close-up of people seemingly enjoying the weather. As the camera pans out, it is apparent that they are next to or in their car, as it is being fixed by an RAC patrol. The TV campaign is supported by outdoor and radio activity.
The idents were written by Milo Campbell and art directed by Sonny Adorjan. It was directed and produced by Therapy Films.