Taking The AA on the journey from No.1 breakdown to the No.1 provider of Driver Confidence.

A new world of driving needs a new kind of confidence

Public perceptions have associated The AA exclusively with breakdown services and since its establishment in 1905, the brand has steadfastly prioritised the welfare of UK drivers. Originally a symbol of expertise and support, the AA has transformed into a pioneering, multi-service provider, adeptly adapting to the evolving landscape of modern driving

The campaign has one 60” and three 30” films. The 60” hero film, using humour to create stand-out, features a cast of AA members experiencing moments where they are confident no matter what happens, whether that’s a dad putting the wrong fuel in his car as his excited family waits to go on holiday, a patient faced by an X-ray revealing an unusually misplaced key, a learner driver navigating a swirling vortex or a dad gifting a new car to his son which promptly gets hit by a meteorite. These scenes are set to Chopin’s Waltz no 7.

We have unveiled a ground-breaking strategy and solution to address this ever-evolving driving landscape. In response to these changes, we introduced a fresh perspective on driving confidence, underpinned by the powerful mantra, "A new era of driving needs a new kind of driving confidence." This strategic pivot reflects the AA’s unwavering commitment to ensure that all AA members are 'Always Ahead.'

Our strategy is designed to empower drivers with enduring driving skills, infuse confidence into second-hand car purchases, equip car owners with maintenance expertise, and provide unparalleled insurance offerings, supported by the nation's most prestigious and awarded Roadside Assistance fleet. The AA is dedicated to ensuring that members remain at the forefront of automotive excellence, with a holistic range of services and support and: