The AA Takes “It’s OK, I’m with the AA” to the Next Level

The AA, the UK’s leading driving services business, launches the next phase of its successful “It’s Ok, I’m with The AA” brand campaign. 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 - this new phase places further emphasis on the range of services on offer and in particular its unique Accident Assist product and the range of exclusive benefits that AA members enjoy. The Gate developed the new campaign.

Since 1905, The AA has been committed to putting UK drivers first. A brand that has always been a source of expertise, confidence and support for its members and became famous for the Roadside Assistance of its iconic yellow vans is now a pioneering, multi-service provider for the modern, ever-changing driving world. The AA ensures that its members are ‘Always Ahead’ whether that’s through learning to drive, buying and selling approved used cars with confidence, bossing your car’s maintenance, owning the unknown with award-winning insurance, getting expert assistance when you’ve had an accident, as well as the UK’s Number 1 Roadside Assistance team by your side.

“It’s OK, I’m with The AA” embodies the optimistic, unshakeable confidence UK drivers can have when they are with The AA, now and for the future. It celebrates feeling confident in the face of moments that would faze you if you were not an AA Member.

The new campaign features two 30” films. The first, “Shadow,” continues with the campaign's humorous theme to hero the The AA's Accident Assist service. A striking, iconic black and white film tells the story of an unexpected accident caused by a curious and comical distraction.

The second film, “Sticky Situation,” raises awareness of The AA’s membership proposition – Roadside Assistance, Accident Assist and a range of exclusive benefits – a person recalls a calamitous and comedic accident that they handled with calm and confidence, due to the fact they're a member of The AA. Both films were directed by Si & Ad through Academy Films. 

Building on last’s year’s partnership with LADBible, The AA have also taken their 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 nationwide on Monday 8th July on TV, cinema and in social and digital channels today. 

Lucas Peon, chief creative officer of The Gate, said, “Humour is a powerful tool to connect with our audience. By using light-hearted scenarios, we highlight the serious message that The AA is always there for its Members, providing the support they need in any situation.”

Will Harrison, group marketing director at The AA, said, “The AA has always been about providing peace of mind and confidence to UK drivers We’re very excited about this new work highlighting that even in an accident, Members know it’s OK when they’re with The AA.”