Brief

The AA is launching a new series of television advertisements in its ‘fourth emergency service’ campaign. Created by HHCL & Partners, they focus on the skills needed by AA patrols and the training that staff receive. The ad is viewed through the eyes of a child and acted out using toys. It will be supported by a nationwide poster campaign. Bob Sinclair, the AA’s director of sales and marketing, says the ad focuses on the quality of patrol staff ‘because they fix more cars than anyone else and it’s time their personal qualities and problem-solving skills gained recognition’.