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Since 1905 The AA has been Britain’s leading breakdown provider. But in 2023, it underwent its boldest evolution yet, meeting the changing world of driving and growing its appeal by becoming a modern, multi-service provider. Shifting from a heroic service to a driver-first brand, the creative platform "It’s OK, I’m With The AA" reinforced the confidence The AA gave its customers whenever and wherever.
Riding the wave of the campaign success, in 2024 we shone the spotlight on Accident Assist—a game-changing but often overlooked service in The AA’s expanding portfolio. Awareness of Accident Assist was limited, even among AA members. On top of that, people’s instinctive response to accidents had to be reset. The " It’s OK"  platform provided the perfect foundation to tackle these barriers, extending its warm humour and confident tone to reposition Accident Assist.