Agency: HHCL | Authors: 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...