Agency: AMV BBDO
This April, RAC and AMV BBDO has launched a new campaign spanning TV, outdoor and radio.
The new campaign aims to show that RAC understands that every journey is important, be it going to the dry cleaners, visiting mum or dropping off the kids and that if your car breaks down during one of these journeys, your whole day can break down too.
The outdoor posters, launched on April 18, visually demonstrate the insight, by showing the breakdown from the driver’s point of view. In each execution, a road sign ahead displays where the driver needs to be, and the headline reassures that RAC understand every journey is important, that’s why they fix you fast.
The radio ads are on air as of April 18th and humorously dramatise the drivers’ inner dialogue – the panicked snowball of possible scenarios that goes through a driver’s mind when they break down and worry that they may not be able to reach their destination.
Sponsorship idents for Channel Four Weather show five different stories which showcase the patrols of RAC helping people back on their way. The idents each start on a close up of a person seemingly enjoying their moment in different weather scenarios. As the camera pans out, we see they are in fact all in or near their car, as it is fixed by an RAC patrol.