AA 'you've got a friend' by Delaney Lund Knox Warren

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Tony Kaye has returned to the UK making his commercial directorial debut for Delaney Lund Knox Warren & Partners with its new ad for the AA. Kaye resurfaces in the UK with the 60-second spot based around Carole King's song "You've got a friend". The ad evolves the "AA as a friend" positioning that DLKW developed in its first campaign for the brand in 2005. It opens on a crying baby in a car, and cuts to an AA patrolman who breaks into the song. During the ad he is joined by more and more patrols until there is a choir singing the song in various locations, tending to various roadside emergencies. The ad, which will also air in cinemas, closes with a sleeping baby and the original patrolman ending the song. It uses the line: "You've got AA friend."

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Released: 02 March 2006

Credits

Project name
AA "you've got a friend" TV
Client
Kerry Cooper, sales and marketing director at the AA
Brief
Drive consideration by getting people to understand that the AA is the best breakdown organisation
Creative agency
Delaney Lund Knox Warren & Partners
Copywriter
Malcolm Green
Art director
Gary Betts
Media agency
PHD
Planner
Paul Hutchison
Director
Tony Kaye
Production company
Wanted
Editor
Pete Goddard, Poppy Films
Post-Production
The Mill, Grand Central, Abbey Rd & Capitol
Exposure
TV

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