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In a new campaign for AAA, San Francisco agency Muh-tay-zik | Hof-fer tries to "re-imagine" the venerable American brand by focusing on how its insurance offerings—not just its roadside assistance—improve the quality of everyday life.
"We love the idea of taking a big, trusted American brand and breathing new life into it," says John Matejczyk, the agency's executive creative director. "AAA already had enormous trust. But we saw an opportunity to increase their relevance."
The multimedia push includes digital, social, radio and out-of-home elements, and a pair of low-key, minute-long TV spots.
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