The AA

Who's got clever insurance?

The Campaign

The unusual cast includes Mulligan, the feisty, talkative owner of the Brady family; and Butch, a calmer soul, in charge of security and owner of the Cassidy family. Butch Cassidy? We couldn‘t resist. The campaign is all about trust and protection, attributes shared by canine pets and the AA. Trust and protection shone through in research into the AA. Planning amplified the proposition, and creative added the twist. Dogs aren’t just at the heart of Irish families, they believe they are in charge of Irish families.

The Creative

Cathal O’Flaherty, Art Director, said ‘it was really important to us that if dogs were to talk to us that they be believable, charming, and worthy of repeat viewing. The production process was fascinating. First, careful casting. Then Lorcan Finnegan of Butter shot our live dogs on set in Dublin. Then in came a 180 camera ‘clearangle’ rig from Pinewood Studios. Then off went the footage to Rhythm & Hues in Los Angeles for some intense and complex digital sorcery to make the dogs talk to us. Windmill Lane stitched the lot together. Everyone rose to the task.’

The Response

Our clients at the AA were as demanding as we were, and creatively open to delivering a campaign that, to say the least, delivers standout in a category defined by ho hum. In the real world, people love it.