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The AA




  • Advertising
  • Brand Development
  • Brand Strategy
  • Digital
  • OOH
  • Print
  • Social Media

“It’s OK, I’m with The AA” embodies the optimistic, unshakeable confidence drivers can have in connection to the UK’s most well-known motoring associations.

A transformative brand platform

Our integrated campaign embodies The AA’s reliability and extensive capabilities. Our branding experts produced a fresh, modern take on the classic logo we all recognise, while a new brand campaign was created showing increasingly surreal situations leaving AA members unruffled, due to their confidence in the brand. 

90", 60" and three 30" ads were supported by CRM, digital, social and outdoor activity, with content adapted for different channels and audiences and showcasing the AA's variety of driving services, such as breakdown cover, vehicle maintenance and driving schools.

Remaining Always Ahead

Our more fun and cheeky tone of voice allowed the AA to connect with new audiences in different ways, such as through fun partnerships and tie-ups, like an outdoor and digital activation with the cult classic video game Street Fighter. 

Meanwhile a refined and storied set of assets modernise the brand and help it engage a broader audience and age profile. From our colour palette born out of the perfect driving day, to our journey pattern, we tell a consistent story about helping our colleagues, customers, and members to be 'Always Ahead'.

The campaign reflects the modern and relevant driving brand that we are, with a good dose of advertising swagger.

Will Harrison, Group Brand Director, AA

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