AA - No more Mr Nice Guy

1993-5 campaign for the Automobile Association. By 1992, the AA was losing fees and members: recession, aggressive competition from RAC and new cut-price competition (e.g.
Agency: HHCLAuthors: Roger McKerr and John Leach

AA - no more Mr Nice Guy

Dear Roger

Please find attached the script for the next Overdrive programme.

The main point that we producers want you to get across is as follows. Advertising can be more than clever slogans, charming entertainment or persuasive sales messages. On occasions it can change the whole way an organisation thinks, behaves and is perceived.

In this case the AA's new advertising contained an idea so powerful that it had an impact throughout their business by:

  • boosting internal morale;
  • fundamentally changing the perception of...

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