Ad of the Day: Finally, an AAA Commercial You Wouldn’t Want Towed Away

'Emma' has heart and soul

Who knew an ad about an automobile club could be graceful and stylish?

The Richards Group's latest commercial for The Auto Club Group (the second-largest AAA club in North America) uses frozen moments in time through the years and a little heartstring tugging to great effect. In short, it makes mundane acts like insuring a car or booking a trip feel naturally part of a family's story.

In a series of flashbacks, the ad, "Emma," depicts moments in the life of a father's daughter—from her wedding day back to her birth. Directed by Michael Spiccia, the spot thankfully doesn't dwell on any one moment, thereby avoiding any descent into treacle. Rather, the approach is uplifting and hopeful, despite scenes of a minor house fire and a flooded car.

The ad, which lasts 60 seconds, will break Sunday on the Super Bowl in select markets—Detroit and the Florida cities of Orlando and Tampa. The execution is part of a larger campaign that introduces the tagline, "Expect something more."


Client: The Auto Club Group

Brand: AAA

Agency: The Richards Group

Chief Creative Officer: Stan Richards

Group Creative Directors: David Morring, Tim Tone

Art Director: Andrew Harper

Copywriter: Deric Nance

Agency Producer: David Rucker

Production Company: Arts and Sciences

Director: Michael Spiccia

Director of Photography: Peter Deming

Visual Effects: MPC LA