Managing director and
creative partner, Brave chose this ad because…
…For me, “The fourth emergency service” is one of the best lines ever written for a brand. The AA is an iconic institution pretty much unchanged since this line was first used. What has changed, however, is that cars don’t break down like they used to, and the fear of having to walk to find a phone just isn’t there. So what can you do? Context is the first tick, and where the medium and creative wins for this new ad for the AA, the original on-demand service.
Many people will be in their cars listening to this. The borrowed interest of the Red Dwarf crew provides a memorable platform. But the cultural reference also gives permission to create an abstract environment, characterful voices, comical scenario and recognisable audio triggers to create the impact from which to land the point: tap and track your AA (wo)man from your phone.
Co-writer Doug Naylor
Creatives Jon Farley, Alex Lucas
Agency producers Sally Pritchett, Angus Smith
Group executive creative director Ben Tollett
Chief creative officer Richard Brim
Sound studio Factory
Sound designer Anthony Moore
Voices Craig Charles, Chris Barrie, Robert Llewellyn, Danny John-Jules, and Jessica Hynes