AA: “Keep on Moving” - 30s
Phantom vans stalk Britain's highways and byways in the latest commercial for the AA. The brand's recognisable yellow vehicles overlay those protected by breakdown cover, creating a sense of omnipresence and emphasising the universal nature of the company's offer of assistance. One to bolster cautious motorists on icy January roads.
The outcome errs slightly towards the bleakness of the British winter when it might have been more heart-warming to reflect the sunny relief felt when the yellow van arrives to help a motorist in need of assistance. The AA is a genuinely good service and it has always marketed itself very shrewdly, not least by referring to customers of an insurance service as their membership, a wonderfully inclusive term, and its advertising should always offer a reminder of this.