The AA and its many driver services all rely on one thing. Confidence. Confidence that The AA will find you and help when you break down. Confidence to buy or sell a second-hand car well. Confidence in learning superior driving skills. Confidence when you need to make an insurance claim.

London agency, The Gate, has turned this into a collection of humorous scenarios in its first work for The AA after being appointed as lead creative agency in December last year.

The campaign It’s OK, I’m with the AA reminds UK drivers that they can have unshakeable confidence when they are with The AA, no matter what happens – even if a key ends up in a very unexpected place or you drive into an enormous swirling vortex. It is also a shift for The AA to a masterbrand campaign.

The hero 60-second commercial was directed by Si & Ad through Academy Films, and is complemented by three 30-second spots.

The full campaign will include radio, print, OOH, social and digital in a phased launch. A new visual brand identity was developed by MSQ sibling, Elmwood, and a new sound asset was produced by Sixième Son.

Credits
Client: The AA

Creative Agency: The Gate London
Chief Creative Officer: Lucas Peon
Creatives: Rob Bovington & Stephen Webley
Chief Client Officer: Vicky Janaway
Account Directors: Blake Field & Dan Lane
Account Executive: Georgina Smellie
Chief Strategy Officer: Kit Altin
Planner: Ben Milligan
Producer: Stephanie Cleak

Media: Goodstuff
Strategic Planner: Chloe O’connor

Production Company: Academy Films
Directors: Si and Ad
Executive Producer: Steve Overs
Director Of Photography: Jamie Felie-Torres

Sound Studio: Grand Central Studios
Sound Engineer: Gary Turnbull
Photographer: Jessica Van Der Weert
Post Production: Academy Films
Editing: The Assembly Rooms
VFX: Absolute Post
Producer: Dan Breheny
VFX Leads: Belinda Grew, Phil Brewster, Dannica Green