How do you get people interested in the AA’s next generation (digital enhanced) breakdown service unless their car has just broken down? adam&eveDDB reunited the crew from TV comedy series, Red Dwarf, gave a typical breakdown an intergalactic twist. The launch spot, Stellar Rescue, which ends with the line, The future of breakdown, today, highlights that the app allows AA members to report a breakdown at the touch of a button, pinpoint their exact location, and then track their mechanic on their phone.
The commercial was written by creative duo, Jon Farley and Alex Lucas, in collaboration with Red Dwarf creators, Doug Naylor and Rob Grant. It was produced by Another Film Company and directed by their double BAFTA winning director, Declan Lowney.
The campaign is running across TV, cinema, OOH, VOD and radio, with media planning and buying from Goodstuff. Phase 1 will feature Red Dwarf, and Phase 2 will focus on demonstrating exactly how the AA is the future of breakdown, through smarter, data and tech-enabled media choices focused on digital audio, OOH, device and location targeting.
Tracy Abraham, marketing director at The AA, commented, “This campaign signals a bold new chapter for the AA in our story of digital transformation, setting the benchmark for simpler and smarter products and services for UK drivers.”
Credits
Agency: adam&eveDDB
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Copywriter: Alex Lucas
Art Director: Jon Farley
Agency producers: Sally Pritchett & Angus Smith
Planners: Nick Hirst, Tom Sussman & Maarten Van Daele
Chief Executive Officers: Mat Goff & Tammy Einav
Managing Director: Paul Billingsley
Account Directors: Charlie Simpson & Rob Jones
Account Manager: Megan Hill
Designer & Typographers: Alex Fairman & Sam Stabler
Production Company: Another Film Company
Director: Declan Lowney
Producer: Simon Monhemius
DOP: Simon Richards
Editing: Leo King @ Stitch
Post Production: nineteentwenty
Post Producer: David Keegan
VFX Supervisors: Chrys Aldred & Ludo Fealy
Colourist: Kai Van Beers
Music Supervision: Sorcha Collister@ Platinum Rye
Audio Post Production: Anthony Moore @ Factory
Soundtrack: Red Dwarf Theme (Howard Goodall)
Media agency: Goodstuff
Client: The AA
Client: Tracy Abraham -Marketing Director
Caroline Smith – Head of Brand
Kate Coleman – Senior Marketing Manager
