TBWA/C/D Driving AAA Group

TBWA/Chiat/Day attempts to update the California State Automobile Association’s rather staid image with a new regional ad campaign in Northern California, Nevada and Utah. Billings are an estimated $5-10 million.
The outdoor and TV ads are the shop’s first for the American Automobile Association affiliate since absorbing the client’s former agency, Ketchum Advertising here, in early 1998.
“We hope this campaign really resonates with young people,” said Peter Angelos, creative director for TBWA/C/D, San Francisco. “They perceive AAA as being their parents’ brand.”
“We want consumers to see AAA as part of today’s world,” said TBWA/C/D senior account planner John Faville.
The work promotes the client’s insurance and global travel services, as well as its auto services. It also introduces a new logo. The tagline is, “It’s your road.”
Outdoor ads and three 15-second TV spots show yellow road lines veering off course. In one spot, airplane sounds are heard as a fourth line bends away from three others. The voiceover says, “World travel that really departs. Leaving from Gate A … AA.