BBH Create a Pied Piper for the RAC

The latest RAC campaign from BBH turns a motorway breakdown service into the heroes of the summer holidays. The agency was tasked with the brief of demonstrating the RAC’s quality of service and ability to get drivers back on the road if they break down during the summer. The key difference that they were keen to express was that rather than simply towing cars to a garage, the RAC patrols have the tools and parts to fix vehicles on the spot.  

The strategy was to fly the flag for the RAC Patrol’s know-how and comprehensive tool kit and encourage viewers to question the service from other providers. The final creative concept conveyed this idea – ‘we don’t just tow you to a garage, we bring the garage to you’. Tools and spare parts were brought to life by a 'Pied Piper' in a spot directed by Passion Pictures' Drew Lightfoot.

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Creative Credits
BBH Creative Team: Maria Sousa Machado & Claire Stokes
BBH Creative Director: Nick Kidney & Kevin Stark
BBH Producer: Samara Zagnoiev
BBH Strategic Business Lead: Richard Stainer
BBH Strategy Director: Nick Fell
BBH Team Director: Jon Barnes
BBH Team Manager: Rebecca Levy

Production Company: Passion Pictures
Director: Drew Lightfoot
Executive Producer:
Producer: Simon Quinn
Live Action Producer: Jason Lovelock
DoP: Peter Sorg
Post Production: Passion Pictures & The Mill
Editor/Editing House: Ben Stephens/Whitehouse Post 
Music: THECOMPOSERS.TV / Chris Read 
Sound: Factory
Sound Engineer: Anthony Moore & Jon Clarke

Exposure: UK TV from 10th July