Sit Back and RelAAx, AA Ireland's Cute Kittens Have Got Your Back

AA Ireland, today launches its latest brand campaign, RelAAx Yellow and Black have got your Back with a 30 second TV spot airing tonight and fully integrated campaign.

Created to revitalise the roadside assistance and insurance provider’s brand, it is part of the first campaign by McCann Manchester set to disrupt the category and target a younger audience across all AA Ireland’s product portfolio.

The TV ad will air tonight for the first time during Virgin media one’s six o’clock show with the campaign running across VOD, radio and social and digital channels.

Don Brennan, managing director of Insurance at AA Ireland: “ We needed to evolve our reassurance message, leverage our equity and brand trust while engaging a wider audience, including younger age groups, to consider AA Ireland’s range of insurance products as well as the familiar roadside assistance products we offer.”

RelAAx Yellow and Black Have Got Your Back creative was presented by the team during the tender process. The launch TV spot, with Ardal O’Hanlan as voice over, depicts a moment of calm, a breather, a relaxing oasis to stand out in a world of chaos. The serotonin releasing powers of yellow bring to life the AA’s familiar brand colours in the soothing signature backdrop.

The sequence of two kittens playing, morphs into the AA logo. The 30 second film avoids any suggestion of stress and focuses on peace of mind, from the relaxing visuals to the sound design, every aspect has been curated to create a sense of calm.

On the appointment and creative, Richard Aldiss, managing director at McCann Manchester: “Briefs like this do not land on your desk everyday. The task was to be bold, brave and disruptive. The work is just that and we look forward to seeing the results for the AA Ireland.”

Don concluded: “McCann’s creative execution made us stop in our tracks and the teams’ collaborative approach during the tender was impressive. We believe the campaign articulates AA Ireland’s proposition of total reassurance perfectly and we are looking forward to seeing how consumers respond.”