The roof down, the wind in your hair. The feeling of freedom. The feeling of getting back on the road is never about the city commute, peak-hour traffic and breakdowns. It would have been so much less appealing if the UK’s AA had promoted the reality of needing breakdown (or any other car) insurance to hit the road again with confidence. It hasn’t. Agency, adam&eveDDB, is promoting the feeling of driving again and freedom – with a fluffy dog called Tukker.
Tukker recreates the free-wheeling feeling using a fan and Sofi Tucker’s song, Drinkee.
AA ads the message, Love that feeling? We’ll get you back on the road.
Will Harrison, The AA’s head of brand marketing, commented, “Everyone has had different challenges during lockdown. It’s been tough. We wanted to put out a wholeheartedly positive (and yellow!) message to remind people that when they’re ready, they can get back on the road with complete confidence with membership from the AA.”
The film launched the campaign during the Man United vs Southampton Premier League game on July 13, before it aired during Coronation Street, Gogglebox and The Great British Bake Off. It will be supported by OOH across the UK, radio and a Spotify partnership on sponsored road trip playlists. Slow-motion gifs featuring Tukker will appear across social channels.
Credits
Agency: adam&eveDDB
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Copywriter: Matt Woolner
Art Director: Steve Wioland
Social Creative: Lauren Booty
Agency Producers: Charles Woodall & Stephen Mead
Managing Director: Paul Billingsley
Planning Partner: Heather Alderson
Senior Planner: Claire Strickett
Business Director: Victoria Ellis
Account Director: Lesley Smith
Account Manager: Megan Hill
Business Affairs: Gemma Davies & Martin Eels
Design Agency: King Henry
Designer & Typographer: Olly Watts
Artwork: Dave Callow
Animator: Ed Christie
Production Company: MJZ
Director: The Perlorian Brothers
Producer: Alicia Richards
Puppeteer: Santa Didžus & Dana Lāce
Production Designer: Juris Zukovskis
Cinematographer: Jānis Jurkovskis
DOP: Jānis Jurkovskis
Editing: Dominic Leung @ Trim
Post Production: ETC
Post Producer: Jon Purton
VFX Supervisor: Giles Cheetham
Colourist: Luke Morrison
Music Supervisor: Tom Stanford @ Theodore
Audio Post Production: Factory
Photographers: James Day & Martins Cirulis
Print Producer: Siobhan Squire
Media agency: Goodstuff, Brainlabs & The Specialist Works
Client: The Automobile Association
Group Marketing Director: Tracy Abraham
Head of Brand Marketing: Will Harrison
Senior Marketing Manager: Ria Purser
Senior Marketing Manager – Media: Alexander Brown
Marketing Executive: Nikita Marlow
