WCRS dumps tough love on the AA for Green Flag

London agency WCRS has had a strong first half of 2018 and it’s back with another confident effort, this time for motor insurer Green Flag telling us why it “loves” its bigger rival the AA.

It’s the second part of its ‘Common sense to the rescue’ campaign, claiming that it does everything the AA does, for half the price when you renew a policy. Suspect this one might bounce regulator ASA’s way but it’s a powerful message.

Green Flag head of marketing Candace Gerlach says: “It’s great to see our ads continuing to break consumer inertia; asking people to think twice about paying too much for a service they can get with Green Flag at a much lower cost. We continue to build on our commonsense communications strategy and comparing ourselves to the AA allows us to deliver our value proposition in the most powerful and bravest way.”

WCRS creative director Orlando Warner says: “It isn’t often you see a brand praising their main competitor, but therein lies the power and originality of the new Green Flag ad. With the help of a trained sheep and a demolition team we created a striking new film that is completely stand-out in the sector. Big thanks to an ambitious client and production company Canada for sharing our vision and making it happen.”

WCRS recently won MoneySupermarket.com, a business built on TV advertising, latterly by Mother. A good debut for that would have WCRS nosing ahead among UK creative agencies.

This one – MAA creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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