AA backs air ambulances

The AA is building on its Fourth Emergency Service positioning by helping to set up the country’s first air ambulance association and donating pounds 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 air ambulance association and

donating pounds 14 million to the charity over the next three years.



A TV commercial developed by HHCL & Partners will launch on Thursday 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: ’A helicopter’s

ability to fly over congestion and airlift injured people quickly to

hospital greatly increases their chance of survival.’



The intention of the deal is to buy seven helicopters over three years,

all of which will be painted AA yellow.



The ad was written by Andrew Lloyd-Jones, art directed by Don Smith and

directed by Steve Reeves through Stark Films.



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