In a new campaign launched this week to promote AAA of Northern California, Nevada and Utah, San Francisco’s MUH-TAY-ZIK HOF-FER aims to explain what, exactly, insurance providers can do for consumers beyond saving them 15 percent and hiring a media agency to place their annoying, repetitive ads all over Hulu and every other ad-supported streaming video service. Who thinks that strategy works?!
The first spot in the campaign, “Car Selfies,” offers a brief glimpse into the life of its maybe-hipster star, revealing the fact that he sometimes has to wear a tie to work (must be a lawyer?) and enjoys camping in the hills with his significant other.
The point is that AAA doesn’t just do roadside assistance via that card that never seems to stay in your wallet–the org can also insure your car!
Back to our young protagonist, though…
Next, AAA gently corrects all those who think the only purpose of a plan is to protect you when accidents happen.
Again, insurance isn’t just insurance. It applies–even if indirectly–to every waking moment of your life!
As agency co-founder/director of strategy Matt Hofherr explains, the goal of the campaign is to redefine what AAA means to those who don’t know any better:
“The opportunity was to change-up consumers’ perception of AAA by leading with AAA Insurance and telling the unique story that AAA Insurance actually comes from the same people who are more commonly known for their roadside help.”
The release cites the agency’s reputation for “offbeat humor” in explaining how its team turned to “authentic and relatable moments” to better position the client in consumers’ minds.
From ECD John Matejczyk:
“We love the idea of taking a big, trusted American brand and breathing new life into it. AAA already had enormous trust. But we saw an opportunity to increase their relevance.”
The campaign does a pretty good job of reminding viewers why they pay monthly premiums in the first place, but it probably won’t make those bills any less annoying…unless you set them to auto-pay. Out of sight, out of mind.
TITLE: “Insurance That’s Not Just Insurance”
AGENCY: MUH-TAY-ZIK | HOF-FER
EXECUTIVE CREATIVE DIRECTOR: John Matejczyk
DIRECTOR OF STRATEGY: Matt Hofherr
HEAD OF PRODUCTION: Michelle Spear Nicholson
PRODUCER: Molly Hayes
ASSOCIATE CREATIVE DIRECTOR: Nate Gagnon
CREATIVE DIRECTOR: Todd Allen Bois
DIRECTOR OF ACCOUNT MANAGEMENT: Gary Theut
ACCOUNT DIRECTOR: Noel McKenzie Johnson
ACCOUNT SUPERVISOR: Veronika Luquin Campbell
Production: CAVIAR CONTENT
DIRECTOR: Hugo Stenson
DP: Larkin Seiple
EXECUTIVE PRODUCER: Kim Dellara
LINE PRODUCER: Omar Bustos
PRODUCTION SUPERVISOR: Noah Thomason
EDITOR: Kim Bica
ASSISTANT EDITOR: Dean Miyahira
PRODUCER: Lizzie Shook COLORIST: Adam Scott / The Mill
Audio: ELEVEN SOUND
ENGINEER: Jeff Payne
MUSIC: “Lazerdeer,” “Ogden,” “Valagogo,” “Stik” (Instrumentals) written by Andrew Feltenstein and Jon Nau / Beacon St. Studios, Inc.