HHCL & Partners is building on its ’fourth emergency service’ maxim
for the AA, combining for the first time its breakdown and insurance
services within one campaign.
The advertising breaks this week on national TV, backed by a pounds 13
million spend. The five breakdown commercials, three 40-second and two
20-second, communicate a key benefit of the AA’s services.
The first film, entitled ’police’, aims to demonstrate how the AA’s new
deployment system means it can get to customers faster than before. The
voiceover is provided by the AA patrolman who is called to an emergency:
’We all rely on the police to respond to emergencies so quickly. But
although it can be frightening, a breakdown is rarely a matter of life
and death. So it’s not really up to the police to attend. That’s the job
of the AA.’
The commercial ends with the line, ’The AA. To our members we’re the
fourth emergency service’, and a telephone number that underlines the
emergency theme, 0800-444 999.
Two more ads refer to the work of the ambulance and fire service.
The insurance work continues the emergency theme. In one ad, ’stolen’, a
woman gets out of a car as a police car speeds by. She says: ’If your
car is stolen, that’s who you think of. But they can’t arrange your
insurance. That’s the job of the AA.’
The campaign was created by the copywriter, John Parkin, and the art
director, Dominic Beardsworth. Media planning and buying is through