AA Insurance wants to right wrongs with its latest campaign

The insurer's 90-second commercial shows everyday examples, from a permanently crooked painting on the wall to cars that must be abandoned after minor damage, while while a voiceover assures customers the company will help 'get things sorted'.

The campaign, which, launched earlier this week, will extend to digital, outdoor, print and radio. It has been executed by recently appointed creative agency, Special Group. AA Insurance dropped Ogilvy in Auckland in April 2012 after an industry-wide pitch.

Shortly after, the company wanted a clutter-breaking campaign from its new agency with a brief: to make people understand and believe that AA Insurance genuinely cares to sort out their needs, said Tony Bradbourne, creative director at the Special Group.

“People don’t care about the category so the challenge is to break through the apathy to let people know that AA Insurance are a genuine breed,” he said. According to Bradbourne, competitors' campaigns lack believability as they typically tend to rely on humour. “We believe genuineness will be incredibly effective, and call centre numbers in just the first few days overwhelmingly indicate this.”

CREDITS

Credits for Special Group
Creative Director: Tony Bradbourne and Rob Jack
Creative: Oriel Davis-Lyons
Creative: Kim Fraser
Creative: Richard Maddox
Head of TV: Nigel Sutton
Agency Producer: Mahsa Willis

Credits for the Sweet Shop
Director: Cam Hooper and Joel Kefal
Producer: Larisa Tiffin
Director of Photography: Cam Hooper, Andrew Stroud, Crighton Bone and Ari Wegner
Editor: Cam Hooper and Julian Currin
Post Production: Special Problems
Audio: Franklin Road
Music: Peter van der Fluit / Liquid Studios