You’ve been there before. The guy next to you – he can relate. And those great-great-grandparents you never met but inherited your full head of hair from, even they’ve experienced it. Yep, we’ve all had those ‘AAAH’ moments – some exciting, some relaxing, some aggravating. Turns out, though, we’ve been pronouncing them wrong the entire time.
AAA Mid-Atlantic teaches us that [and another thing or two about goats and overnight guests] in their latest brand campaign, ‘IT’S ACTUALLY PRONOUNCED TRIPLE-A,’ designed to show off the breadth of the brand’s offerings and socialize the answer to so many of life’s utterances: Triple-A.
You see, those trusty roadside assistance guys are actually one of the region’s leading providers of insurance, travel services, car care, and financial. Tired of being pigeonholed, the century-old company wanted to shake things up and attract new, younger audiences – a 160over90 specialty. And what better way to reach millennials, we thought, than a brand campaign filled with real-life, real-funny scenarios?
To pull off this playful campaign concept, we needed a voice. A personality attached to the brand. Someone relatable, who we’re pretty positive has experienced a lot of what we’re talking about, and could drive home (get it?) the new AAA brand story. So when Jim Gaffigan – the funny guy who’s infamous for his love of hot pockets and bacon – signed on, we had our very own ‘AAAH’ moment.
Gaffigan delivers his lines with typical dry wit across a series of branded TV and radio spots, running this very minute throughout the Philadelphia, Baltimore, and Richmond areas. You can see them on your TV set – HD, SD, XD, MD – whatever you’ve got, the commercials will be there (just like AAA.) Or, for convenience, you can view them all in this blog.
And the next time you think your roommate isn’t around but come home to find he’s got a visitor over and your apartment has been turned upside down, or you’ve just arrived on a tropical island for that much-needed vacation, or you’re jamming to the Boyz II Men hit ‘Motownphilly,’ remember – through all of life’s shrieks and shouts, there’s one name that always answers: AAA.
Chief Executive Officer and Founder: Shannon Slusher
Chief Creative Officer and Founder: Darryl Cilli
Chief Creative Officer and Principal: Jim Walls
Chief Strategy Officer and Principal: John Campanella
Creative Director: Sig Gross
Associate Creative Director/Copywriter: Jill Spradley
Art Director: Austin Lotz
Account Director: Paul Gladney
Executive Producer: Tom Ammon
Producer: Nick Pitcavage
Lead Video Editor: Max Paolucci
Production Company: MJZ
Director: Clay Williams