AA driven by Net#work BBDO

Net#work BBDO recently revealed two new ads for the "Insurance driven by the AA" radio, print and TV campaign.

The campaign, which centres on consumers' trust with the insurance company, is a witty mix of innuendoes that pokes fun at everyday South African stereotypes - which then sets the tone for presenting the solutions which Insurance driven by the AA has launched.

"We are very impressed with this humorous campaign and are already starting to see results. What we like most about the ad is that it gives South Africans the opportunity to laugh at truisms that only we, as South Africans, can appreciate," says Adri Kilian, spokesperson for Insurance driven by the AA.

Two creative concepts titled ‘Potholes' and ‘Hillbrow' form the basis of the campaign.  The ‘Potholes' concept opens with a shot of a customer who seems to be stuck in his car under the sea. He calls Insurance driven by the AA and is lifted out of the water with a giant magnet. Once he's pulled out of the water, the audience realises that he was not stuck under the sea but rather in a giant pothole. The ‘Hillbrow' ad shows a man calling Insurance driven by the AA Call Centre for break-down assistance, but while he is busy speaking to the agent, his requirements increase constantly as more and more of his belongings get snatched by the minute in Hillbrow-style.

The campaign was created by Net#work heavyweights Graeme Jenner, Liam Olding, and Warwick Rautenbach. Jenner, creative director at Net#work, says: "With the AA being a trusted name in South African motoring for 80 years now, Insurance driven by the AA has that inherent South African trust too.

"That's why we specifically wanted to do very relevant local, light-hearted, humorous scenarios and be a bit tactical at the same time, like the potholes-frustration we all deal with every day. It was great fun to work on this campaign and the aim is to leave people with a smile so that the next time they need an insurance quote, hopefully they'll remember that smile and make a call."

The campaign kicked off on radio, TV and print on 2 July 2010, with more ads to be introduced in the coming months.