VAB Transforms Dramatic Potential Crises to Fixed Solutions in Humorous Campaign

VAB, Belgian roadside assistance provider, has launched a fresh campaign showcasing its quick-response services, with four new short films produced by CZAR and AKQA and directed by Alex Orma. In these cinematic and humorous spots, potential crisis scenarios are resolved before they can turn into real problems.

To highlight the extensive services VAB offers and revitalise the brand’s image, AKQA  developed four films that each start with a captivating slow-motion close-up, hinting at  disaster. But as the camera zooms out, viewers see that VAB has already been on  the scene, transforming what first seemed like a crisis into a distant memory. Using the tagline, “VAB: Will Get You Further” the campaign captures VAB’s mission  to prevent small issues from escalating into major problems.

Director Alex Orma misleads the viewer, opening each film with an intense close-up  that captures the main character’s apparent distress. But with each gradual zoom out, the situation is revealed to be far from tragic—in fact, what seemed like tears of  frustration are tears of relief and joy, thanks to VAB’s prompt support.

In just four entertaining videos, VAB demonstrates how their services resolve  potential problems before they have the chance to grow, ensuring that life keeps moving smoothly for their customers.