McCann London creates spoof horror film trailer for The AA
New campaign promotes The AA’s boiler rescue service
LONDON, January 2012: McCann London is behind a realistic new horror film trailer that turns out not to promote the latest British slash flick but The AA’s Home Emergency Response service.
Using the idea that ‘it’s a real nightmare when your boiler breaks down’, the ad uses all the tropes of a promo for a horror movie, introducing the demonic Jack Frost, who nips at your window, puts a shiver down your spine and freezes your kids. It asks: “Who will stop Jack Frost?”
The full reveal of the three-and-a-half-minute ad, however, reassures viewers that they can relax because all can be fixed by the helpful AA engineer.
The ad aims to raise awareness of The AA’s boiler care cover (Home Emergency Response). It breaks online on January 11 in a 90-second trailer with no AA branding, which will run for a week, before the full film appears on January 18, hosted at StopJackFrost.com. Viewers will then be redirected to The AA’s website where for each policy sold the AA has pledged to donate £20 to Shelter, the housing and homelessness charity.
“We’re always looking for innovative ways to get the message across about the services and products we offer, “ said Michael Cutbill AA’s Marketing Director. “The idea of creating a spoof film trailer linked to one of the major winter issues – freezing temperatures and broken boilers – fitted well with our Home Emergency Response service and appealed to our sense of humour. We hope our customers enjoy it too and see the funny side, but to underline the seriousness of the issue, we’re donating £20 to the charity Shelter for every policy sold from the online video.”
Creative Directors at McCann London Matt Crabtree and Si Hepton, said: “The AA was willing to take a risk in letting us create this ad that isn’t heavy on branding but does really bring to life the feeling of relief knowing your boiler breaking down isn’t the end of the world. It’s great working with a client that likes to push boundaries in advertising like this.”