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.