AA Insurance launches new integrated brand campaign and 90sec TV spot via Special Group
New Zealand insurer, AA Insurance has launched its major new brand campaign which aired on Sunday night with a 90sec TVC via Special Group.
The campaign, directed by Special Problems through The Sweet Shop, features a world of wrongs put right – from the small to the large, the important to the downright annoying. It embodies what insurance is there for: putting things right.
It’s part of a multi media campaign that spans TV, digital, DR, outdoor and radio.
Says Richard Park, head of marketing for AA Insurance: “This campaign brings to life the fact we genuinely care to get things sorted for our customers. It’s the result of talking to our customers to find out how insurance is 
important to them, and how AA Insurance has come through when they’ve needed us most.”
Says Hilary Cootes, Special Group general manager: “AA Insurance is an outstanding organisation: smart, forward thinking and genuinely nice to work with. This is the first part of what we 
believe will be a hugely successful campaign for them.”
The campaign is Special Group’s first work for AA Insurance after an extensive brand research and review project.
Brand: AA Insurance
Head of Marketing – Richard Park
Brand & Communications 
Manager – Melodie Vickars
Marketing Representative – Andrew Davidson
Brand & Sponsorship Specialist – Joshua Thomson
Agency: Special Group
General Manager – Hilary Cootes
Creative Director – Rob Jack
Creative Director – Tony Bradbourne
Account Manager – Nicola Winslade
Creative – Kim Fraser
Creative – Oriel Davis-Lyons
Creative – Richard Maddocks
Head of Production: Nigel Sutton
Agency Producer: Mahsa Willis
Production Company: The Sweet Shop – Special Problems
Director – Special Problems (Cam Hooper and Joel Kefali)
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
15 Comments
I really really like this. Good on AA for moving away from those men in yellow. Nice work Special.
Crap. For obvious reasons.
I like it.
Fine work Special.
How many DoP’s does it take to change a lightbulb?
great spot, great premise, and really well made
Imagine a world where we tried harder to write ads that ad school students couldn’t do. Where we did’t write ads for the sake of it, and the ads we wrote contained real inspiring insights and simple half-baked pretentious hypotheticals that make consumers barf. Wow, now that would be something. This unfortunately isn’t. The worst work from Special ever. Disappointing.
but what’s with that young plummy VO??!!
I’m not sure about this one.
WIth such a broad and generalist idea, this spot desperately needed a light and humanistic touch with coherent and emotional story telling. Sadly it lacks all of this.
And sorry, but is AA offering relationship insurance now?
…From Richard Maddox.
No insight. No human connection. Nicely filmed.
They must have been gutted Westpac launched a few days prior, and will likely out-shout them completely.
This must be the ‘when a commercial goes wrong’ spot which will be followed up next week with a ‘making the commercial right’ spot.
Insurance companies are preternaturally risk averse and it’s hard to get a coherent, watchable ad through their layers of fear. A bit like banks. Given that, it’s not so bad.
Love it.
imagine a world where your customers were still waiting 2 1/2 years later for an insurance company to settle or even do anything substantial towards settling your claim, and then imagine the same customer watching this advert and reaching for the vomit bag