AA launches biggest campaign in over a decade

Helping nudists find their keys and fixing Nazi war machines: the AA has received all manner of strange call-outs in its 110 years as the breakdown service seeks to capitalise on this history in its new TV campaign.

Adam & Eve/DDB created the new ad, which breaks on TV on 18 June and marks the AA’s first brand TV ad since 2007, and its biggest campaign in over a decade.

The minute-long ad shows dramatisations of real call-outs, including helping a nudist who lost his keys and removing a broken World War II-era German tank from a battle re-enactment.

Towards the end of the ad, the voiceover explains the organisation has more patrols and more specialist skills than anyone else, adding, "we are the Automobile Association, we are the AA".

This is Adam & Eve/DDB’s first campaign for the AA since the organisation moved from VCCP without a pitch in May 2014. The work was written by Rory Hall, art directed by Steph Ellis and directed by Scott Lyon through Outsider.

Chris Harris, AA’s group marketing director, said: "This campaign is the largest marketing investment by the AA in over a decade and so is an incredibly exciting time to have joined the team.

"The AA has not had any mainstream television advertising since 2007 but still has a heritage of great advertising. This campaign is a significant investment in our iconic brand.

"Working with Adam&Eve/DDB will rejuvenate our brand and put a shine back on the AA badge."