Here’s adam&eveDDB’s big new campaign for recovery service (and much else besides) the AA.
The strategy is ‘We Are The AA’ – well can’t argue with that, nobody else is apart from Alcoholics Anonymous – and the line is: “We’ve Seen It All.’ Doubtless they have, but do we find this reassuring as opposed to diverting?
AA group marketing director Chris Harris says: “This campaign is the largest marketing investment by the AA in over a decade and so is an incredibly exciting time to have joined the team. The AA has not had any mainstream television advertising since 2007 but still has a heritage of great advertising. This campaign is a significant investment in our iconic brand. Working with adam&eveDDB will rejuvenate our brand and put a shine back on the AA badge. ”
A&E CSO David Golding says: “We were very excited to be given to opportunity to develop the new campaign for the AA. It is one of the country’s most iconic and trusted brands, and has a great story to tell about its unmatched service, expertise and skills.”
The AA was once a mutual called The Automobile Association, dating back to the days when you needed a red flag in front of the motor to travel anywhere. Since then it’s become something of a private equity plaything (which will probably have filtered down to the wider population) so a dose of nice is probably in order.
Its last famous campaign – ‘The 4th Emergency Service’ – came from HHCL before that agency imploded, 20 years or so ago. That had the benefit of an idea.
Does this one? Not sure, the proof, as ever, will be in the results pudding. As in getting people to say they like the AA.
But, as an ad…MAA creative scale: 5.