This is all clever stuff from McCann London for the AA’s Home Emergency Response service, a spoof (and quite scary for a while) horror film graphically describing the depredations of the British winter’s ‘Jack Frost.’
It’s tempting to see it as a sign of new London chairman Linus Karlsson’s creative influence, including (as it did) a website with a trailer for the film without the reassuring presence of the AA.
“We’re always looking for innovative ways to get the message across about the services and products we offer, “ says AA marketing director Michael Cutbill. “The idea of creating a spoof film trailer linked to one of the major winter issues – freezing temperatures and broken boilers – fitted well with our Home Emergency Response service and appealed to our sense of humour. We hope our customers enjoy it too and see the funny side, but to underline the seriousness of the issue, we’re donating £20 to the charity Shelter for every policy sold from the online video.”
McCann London creative directors Matt Crabtree and Si Hepton say: “The AA was willing to take a risk in letting us create this ad that isn’t heavy on branding but does really bring to life the feeling of relief knowing your boiler breaking down isn’t the end of the world. It’s great working with a client that likes to push boundaries in advertising like this.”
The ad was directed by Matthias Hoene at Partizan.