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.

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

“It’s OK, I’m with the AA” shows how the AA’s multi-service provision gives its members an unshakable confidence, no matter what they might face in their driving world.

For this next phase, which extends the campaign in an unexpected way, the AA is partnering with the Street Fighter™ video game franchise, tapping into popular culture and all the feelings of nostalgia and love their audience have for the game following the launch of Street Fighter™ 6, the latest entry in the series. Street Fighter is one of the highest-grossing video game franchises of all time, selling over 50 million units since it originally launched in 1987. The series continues this year with Street Fighter 6, the latest game in the franchise that has entertained countless fans for decades, and which released to critical and commercial success, boasting 2 million copies sold since its release in June.