The Gate is not the only agency to work out that infusing an accident scenario with humour makes assistance providers and insurers appealingly human, but its scenarios for The AA, to the extra mile to make their humour memorable.

The first is a bank robbery. The getaway car has broken down. The second is a suggestive shadow that has caused a pile-up. The third is a sexy “water cooler” story that ends before the punchline.

The new commercials fit into the next phase of The AA’s successful It’s Ok, I’m with The AA developed to challenge and broaden perceptions of the brand, highlighting that The AA is more than just a roadside assistance provider, but a source of driving confidence in any situation. It celebrates feeling confident in the face of moments that would faze you if you were not an AA Member.

The commercials were directed by Si & Ad through Academy Films. Adding to the campaign and building on last’s year’s partnership with LADBible, The AA has also taken its championing of driving confidence out into culture again by sponsoring and supporting participants of this year’s Red Bull Soap Box Race where they need accident assistance the most.

The campaign breaks on TV and in cinema across the UK on Monday July 8, following its launch in social and digital.

Credits:
Client: The AA

Post Production & VFX: The Assembly Rooms
Post Production & VFX: Absolute Post
Producer: Belinda Grew
VFX Artist: Gus Ribeiro

Editing: Academy Films
Editor: Sam Rice-Edwards
Music & Sound: Grand Central Studios
Sound Engineer: Gary Turnbull 

Where the campaign began: