Green Flag, one of the UK’s leading breakdown providers, is aiming to showcase how its local experts get customers who need help back on the road as quickly as possible in a new campaign, marking the first major work from VCCP since winning the pitch in December 2024.
The new campaign, “Nothing Beats Near”, comes just a week after VCCP launched a new brand platform for sister brand Direct Line; both businesses, along with Churchill Insurance, are owned by Direct Line Group.
The campaign showcases the Green Flag business model, which sees the firm operate a fleet of owned patrol vehicles, manned by local technicians and supported by a network of independent local garages.
It aims to emphasise how Green Flag provides national coverage with real knowhow of local areas.
The campaign is accompanied by a film “The Misadventures of Simon”, which follows Simon making the foolish mistake of setting off for help following a breakdown rather than waiting a short time for Green Flag to arrive.
His “calamitous journey” sees him covered in mud, terrified by a sheep and invading a hippy commune, while his fellow passenger is seen already tucking into a lovely dinner at the local pub after a speedy rescue by Green Flag.
The new creative is designed to highlight the power of Green Flag local rescue network to get drivers back on the road, fast.
The campaign, artwork and design was brought to life by VCCP’s global content creation studio, Girl&Bear, in partnership with director Tore Frandsen from Newland.
It will run across TV, BVOD (ITVX, All4, Sky VOD), SVOD (Amazon Prime, Netflix), YouTube, cinema, and radio. Media planning and buying has been led by Carat.
Additionally, activity will also run across linear radio, and across a radio partnership with Global.
Green Flag marketing chapter area lead Lucy Brooksbank said: “This campaign is a fun, but powerful reminder that our local rescue network gives drivers peace of mind wherever they are. When you break down, nothing beats having someone nearby who knows the roads and can get you moving again.”
VCCP managing partner Bridget Limbrey added: “This activity taps into a simple truth. When you’re stuck, speed matters. And no one gets there faster than someone who’s already nearby. ‘Nothing Beats Near’ is a powerful platform that celebrates Green Flag’s biggest strength: local expertise, delivered with real pace.”
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