A mop-haired pooch captures the joy of getting back behind the wheel after lockdown
MJZ's Perlorian Brothers directed Adam&Eve/DDB's trippy spot for the AA
Editor's Pick
The latest campaign from U.K. roadside assistance firm the AA captures the joy drivers might find in getting back behind the wheel after being quarantined (that is, if they're not stuck in traffic again). Yet the whole thing was filmed in lockdown, and it doesn't feature a single car.
Instead, the trippy spot, created by Adam&Eve/DDB, depicts an animated shaggy dog who wants to feel the wind in his hair once again. Directed by MJZ's The Perlorian Brothers, we see the mop-haired pooch put on a record ("Drinkee" by Sofi Tukker), turn on a fan and catch the breeze, against a backdrop of a room decked out in the AA's trademark yellow. (The spot has definite echoes of the famous Maxell ad from the '80s, "Blown away guy.") The tagline is “Love that feeling? We’ll get you back on the road.”
“Everyone has had different challenges during lockdown," said Will Harrison, the AA’s head of brand marketing. "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.”
In addition to the TV spot, the campaign includes out-of-home ads and radio, and a Spotify partnership on sponsored road trip playlists, while social media will feature slow-motion GIFs featuring the dog.
Credits
- Date
- Jul 13, 2020
- Client :
- AA
- Agency :
- Adam & Eve/DDB
- Group Marketing Director :
- Tracy Abraham
- Head of Brand Marketing :
- Will Harrison
- Senior Marketing Manager :
- Ria Purser
- Senior Marketing Manager :
- Alexander Brown
- Marketing Executive :
- Nikita Marlow
- Group Executive Creative Director :
- Ben Tollett
- Chief Creative Officer :
- Richard Brim
- Managing Director :
- Paul Billingsley
- Copywriter :
- Matt Woolner
- Art Director :
- Steve Wioland
- Social Creative :
- Lauren Booty
- Agency Producer :
- Charles Woodall
- Agency Producer :
- Stephen Mead
- Planning Partner :
- Heather Alderson
- Senior Planner :
- Claire Strickett
- Business Director :
- Victoria Ellis
- Account Director :
- Lesley Smith
- Account Manager :
- Megan Hill
- Business Affairs :
- Gemma Davies
- Business Affairs :
- Martin Eels
- Design Agency :
- King Henry Studio
- Designer/Typographer :
- Olly Watts
- Artwork :
- Dave Callow
- Animator :
- Ed Christie
- Media Agency :
- Goodstuff
- Media Agency :
- Brainlabs & The Specialist Works
- Media Planner :
- Izzy Rhys-Davies
- Media Planner :
- Hannah Brady
- Media Planner :
- Hamish Kydd
- Media Planner :
- Joe Wood
- Media Planner :
- Lucy Cook
- Media Planner :
- Carly Shrubb
- Media Planner :
- Sara Gonzalez
- Media Planner :
- Paul Sweeney
- Media Planner :
- Robert McGovern
- Media Planner :
- Victoria Stroud
- Production Company :
- MJZ
- Producer :
- Alicia Richards
- Director :
- The Perlorian Brothers
- Puppeteer :
- Santa Didžus
- Puppeteer :
- Dana Lāce
- Production Designer :
- Juris Zukovskis
- Cinematographer :
- Jānis Jurkovskis
- DOP :
- Jānis Jurkovskis
- Editing Company :
- Trim
- Editor :
- Dominic Leung
- Post Production :
- ETC
- Post Producer :
- Jon Purton
- VFX Supervisor :
- Giles Cheetham
- Colorist :
- Luke Morrison
- Music Supervisor :
- Tom Stanford
- Music :
- Theodore
- Audio Post Production :
- Factory
- Soundtrack Name :
- Drinkee
- Composer :
- Sofi Tukker
- Photographer :
- James Day
- Photographer :
- Martins Cirulis
- Print Producer :
- Siobhan Squire
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