Britain’s AA (Automobile Association back in the day) could do with a bit of roadside assistance itself as its private equity buyers lumbered it with £2bn or so of debt – as they do.
It’s trying hard to improve the quality of the aforementioned assistance and agency adam&eveDDB has signed up the cast of ancient TV show Red Dwarf (including some advert stalwarts) for the purpose.
Never was a fan of Red Dwarf and still not entirely convinced. But this gets the point across in typical forthright A&E style.
MAA creative scale: 6.5.