The RAC has launched its winter campaign with a wintry TV ad designed to attract families with a child patrolman creative that will run until Christmas.
Timed to coincide with the start of colder weather the commercial will appear on prime time slots during X Factor and Homeland during its launch week in addition to radio and online ads.
Depicting two young children imitating a winter breakdown with toy vehicles the 30-sec clip eschews the brands previous ‘fear factor’ approach in favour of a more homely, family message.
Produced by Bartle Bogle Hegartyand directed by Smuggler it is the first work to appear since the creative appointment in August and is designed to promote RAC’s free ‘At Home’ cover over the winter. This provides assistance to vehicle owners whose car breaks down within a ¼ of a mile from their home.
RAC chief marketing officer John Orriss says: “This campaign is a radical departure from the somewhat dull norm for our industry. As the motorist’s champion, we wanted to speak to both new and existing members in a far more positive way than the customary focus on the negative effects of a breakdown. We believe this softer, more friendly ‘peace of mind’ message will appeal to the hearts and minds of consumers, particularly families, during the busy weeks in the run-up to Christmas.”