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
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.