Campaign in 1999 by Lowe Direct for the RAC (relaunched and rebranded in 1997). Campaign based on personal experiences of the breakdown recovery service.
Agency: Lowe DirectAuthor: Fiona Blades

Rescuing Heroism for RAC


RAC had a radical relaunch in April 1997 to position the brand for the long term future.

RAC moved from a positioning centred around Breakdown to one based on Mobility when cars...