TBWA Simons Palmer has revealed its debut work for the national car
breakdown service, Green Flag.
The pounds 4 million campaign comprises four TV commercials - three
30-second and one ten-second execution - plus radio support over a
rolling 12-month schedule.
The ads focus on the breakdown service’s response times - Green Flag
aims to be quicker than either the AA or the RAC. This claim is
supported by a pledge to give the customer pounds 10 if they are not
assisted within one hour.
The first 30-second spot opens with a cheetah sprinting. The voiceover
says: ’A cheetah is the fastest animal on earth - but has absolutely no
idea how to clear a blocked fuel line.’ The shot cuts to a woman and her
daughter being rescued by a Green Flag representative. The endline,
which includes a freephone number, says: ’We leave everyone standing but
you.’ The other ads are based on the same theme.
Andy Cornish, the Green Flag sales and marketing director, said he was
confident that the service’s straightforward style would win customers
over from the AA and RAC. ’People stick to the other services because
they don’t realise there is an alternative. We’re not being pompous with
these ads but merely saying, ’We’re here’,’ he said.
The ads, which break on 2 June, were written by Graeme Very, art
directed by Phil Martin and directed by Joe Roman through Rose Hackney
Media buying is through Universal McCann.