In its 110-year history, AA has seen just about everything. That’s the gist of adam&eveDDB’s new 60-second spot, entitled “We’ve Seen It All,” featuring some of the stranger real-life call-outs AA drivers have dealt with.
The spot opens on of these such events, a German armored carrier breaking down during a World War II reenactment, before steamrolling through a host of others. Among the other events are lost keys at a nudist colony, a car with two fronts and a rising tide encroaching on an ice cream truck. Beyond the entertainment value of the strange events, which viewers are informed are “Based on true stories,” they also illustrate the brand’s long history and in each case, AA shows up to make things right. The spot broke online today and will make its broadcast debut tomorrow, including during a showing of Heathrow: Britain’s Busiest Airport.
“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,” Chris Harris, group marketing director, AA, told LBB. “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.”
Credits:
Creative Agency: adam&eveDDB
Art Director: Steph Ellis
Chief Creative Officer: Ben Priest
Chief Strategy Officer: David Golding
Copywriter: Rory Hall
Creative Director: Aidan McClure, Laurent Simon
Executive Creative Director: Ben Tollett, Richard Brim
Planner: Nick Hirst
Media Agency: Starcom MediaVest Group
Planner: Elspeth Spelzini
Music and Sound
Song: Pizzicato Polka by Johann Strauss
Audio Post Production: Factory Studios
Offline
Editor: Art Jones
Post Production House: The Mill
Production Company: Outsider
Director: Scott Lyon