AAA

In Case of Everything

Turning a perception problem into a brand platform.

Creative / Strategy / TV & Video / Copywriting / Art Direction / Photography

AAA was in a predicament. They were famous for the wrong thing: emergency roadside assistance. Members only need that once every three years; they weren’t seeing the value in AAA. So instead of trying to change the view that AAA is there only for “emergencies”, we leaned in to reveal how AAA is there for ALL of life’s emergencies, from autocorrect disasters to Zoom malfunctions to yes, of course, flat tires.

AAA | In Case of Autocorrect :30

The Spots

Five spots were created in this campaign to highlight just how useful a AAA Membership and AAA Insurance is in any life emergency from a leaky pipe in the ceiling to a text that you definitely shouldn't have sent. Underscored by some Mozart, we made sure emergencies big and small felt as dramatic as possible.

AAA Insurance | In Case of Mortification :30

AAA Insurance | In Case of Leaks :30

AAA | In Case of Food Faux Pas :30

AAA Insurance | In Case of Baseballs :30

Beyond the Dashboard

Pivotal in the visual elements of this campaign were the creation of a set of emergency icons for all parts of the AAA business. We created these with a glow reminiscent of a Check Engine Light on a car dashboard, a moment where folks already thought of AAA as the best-in-class help.