AA Smartfuel revs things up in newly launched stop-motion TV campaign via Rainger and Rolfe


AA Smartfuel has just launched an attention-grabbing new TV-led brand campaign from Parnell based agency Rainger and Rolfe.


The campaign reinforces the fact that, despite growing competition, AA Smartfuel still offers New Zealand’s biggest fuel discounts.

To illustrate this, 30” and 15” TVCs follow a Kiwi couple on an everyday road trip, as they accumulate discounts from the programme’s many partners (which includes amongst others, BP, Countdown and Contact, plus has recently grown with the inclusion of ASB). However, the rational message is delivered with a fun twist as it all happens within a totally handmade miniature version of the country.

Says Chris Long, CD, Rainger and Rolfe: “Stop motion animation proved to be a really cool way to bring it all to life. It meant we could create a unique visual take on things and tell a pretty functional story with tons of charm. Hats off to our animation partner Ryan at Wield too, he did an amazing job – we’re totally stoked with the results.”

Over the course of the ‘roadie’, the spots also demonstrate just how quick and easy it can be to accumulate fuel discounts so big, ‘they make everything else look small’.

Says Scott Fitchett, managing director, AA Smartfuel: “Saving on fuel can be a really big help to Kiwi motorists. And because the fuel discounts we provide accumulate, they are the biggest in New Zealand. The humour, likeability and visual flair of this campaign really helps make that proposition simple and memorable, and we’re delighted with what we’re taking to market.”

The campaign will feature in TV, radio and digital channels.

Client: AA Smartfuel 
Agency: Rainger & Rolfe
Creative Director: Chris Long
Creative: Chris Long, Bob Kerrigan, Will McDonald
Account Director: Simon McKechnie
Production Company: Wield
Animation: Ryan Kothe
Sound: David Liversidge at Big Tree Studios

AA Smartfuel revs things up in newly launched stop-motion TV campaign via Rainger and Rolfe