AA repositions with a ‘good dose of advertising swagger’

AA the GateMotoring organisation The AA is this week launching a major integrated marketing campaign, “It’s OK, I’m with the AA”, the first work from The Gate since it was appointed in December 2022.

Established in 1905, The AA maintains it is now a pioneering, multi-service provider for the modern, ever-changing driving world, whether that is through driving lessons, second-hand car sales, insurance or roadside assistance.

The campaign, developed in partnership with lead media agency Goodstuff, is designed to embody the optimistic, confidence UK drivers can have when they are with The AA.

The campaign has one 60” and three 30” films. The 60” film features a cast of AA members experiencing moments where they are confident no matter what happens, whether that’s a dad putting the wrong fuel in his car as his family waits to go on holiday, a patient faced by an X-ray revealing an unusually misplaced key, a learner driver navigating a swirling vortex or a dad gifting a new car to his son which promptly gets hit by a meteorite. These scenes are set to Chopin’s Waltz no 7. The films were directed by Si & Ad through Academy Films.

Marking a shift for the AA towards a group-led approach, activity breaks nationwide on TV and cinema, with radio, print, OOH, social and digital channels following in a phased launch.

The Gate, part of MSQ, developed the campaign which incorporates a new visual brand identity developed by MSQ’s Elmwood, along with the AA’s new “jingle” produced by Sixième Son.

AA group brand director Will Harrison said: “From pitch to campaign delivery, the team at The Gate have always been 100% aligned on our brand opportunity and ambitions. We’re all so excited to launch this new campaign as part of a larger ‘Always Ahead’ brand repositioning to reflect the modern and relevant driving brand that we are, with a good dose of advertising swagger.”

The Gate chief creative officer Lucas Peon added: “We wanted to bring to life the feeling of unshakeable confidence when you’ve got the AA on your side, no matter what happens, in a way that would be unmissable to drivers across the country.”

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