M&C Saatchi debut ad to reposition AA brand

The AA is pulling together its range of services - from home insurance to vehicle financing and leisure publishing - under the umbrella of a new £8 million repositioning campaign with the slogan: "Just AAsk."

The TV and poster campaign breaking this week will attempt to extend the AA brand name from the roadside breakdown services - for which it is best known -and into areas for which it is less famous.

The advertising, the first produced by M&C Saatchi since it won the account at the end of last year, marks the end of the AA's positioning as "the fourth emergency service". It is replaced by a two-pronged strategy to present the AA as the antidote to people's uncertainty and to persuade them to make more use of its services.

The initiative is a response to research which showed that most AA members use its service no more than once a year - and then only in times of trouble.

Clare Salmon, the AA's marketing director, said: "The AA brand is about rescuing customers from uncertainty. That's the proposition that melds together all our services."

This is reflected in a 60-second ad launching the brand proposition by showing how the AA is the answer to the varied needs of its members.

They include a pregnant woman who asks if she will get priority treatment if her car breaks down, a motorist worried that the used car she wants to buy might be an accident write-off and a wife who wonders if her home insurance will cover any damage when her husband puts up shelves.

The film was written by Simon Dicketts, the agency's executive creative director, art directed by Fergus Fleming and directed by Kevin Thomas at Thomas Thomas. Media buying is by Zenith.

The accompanying poster campaign incorporates the yellow and black of the AA's road signs into its art direction and features a series of people asking questions of the AA.