AA repositions brand towards 'fun of driving' with £10m ad campaign

The AA has launched a new brand positioning to celebrate the fun of driving with a £10m campaign that launches on TV today.

The motor repair service’s "Singing baby" ad, created by Adam & Eve/DDB, signals a "wholesale shift in approach" by refocusing on the modern British driver.

The ad features a father driving to the airport with his inexplicably talented toddler who sings a full-throated rendition of Tina Turner’s Proud Mary.

Nothing causes her to miss a beat, not even an unexpected breakdown, thanks to the rapid response of the AA that explains the ad's message – your plans need never get derailed.

The AA said it wanted to introduce more fun in its advertising after identifying one-quarter of the UK population as "freedom-seeking" and "much less interested in what goes on under the bonnet than inside the car".

The research inspired the brand to conduct a wholesale shift in its approach, from its core strategy and positioning, through to tone of voice, look and feel, and even the way it describes its AA men and women.

The AA believes its new approach contrasts with conventional thinking by car brands and breakdown companies, which tend to use the "wind in your hair and the open road", clichéd view of driving.

Instead, the AA found in a poll of nearly 22,000 drivers that 80% of people are enthusiastic about driving.

The launch ad will be supported with outdoor, radio and digital advertising. Carat is handling the media.

It was written by Shay Reading and art directed by Frank Ginger at Adam & Eve/DDB and directed by Pontus Lowenheilm through Rattling Stick.

Cheryl Calverley, the AA's head of group marketing, said: "The AA is one of the most well-loved and trusted brands in the UK.

"But we really want to help take off its shackles, to talk about what’s great about having best in class breakdown cover – you know you’ll never miss a beat. And you’ll just keep Rollin'."