the people behind the people behind the wheel

The AA is by far the biggest road rescue service in the UK. How could the RAC compete. It was only once we got talking to the RAC crew guys themselves that the answer became clear. They are the experts. A lot of AA drivers actually go on to work for the RAC once they get enough experience. And as experts these guys knew an awful lot of little hacks that proved they were top dogs. Once we discovered this, the ad campaign was easy. TV, print and radio that brought some of the more interesting hacks to life.

Role: Writer