The Gate’s debut campaign for The AA majors on outlandish confidence

MSQ’s creative agency The Gate are the brains behind the new campaign for Britain’s most well-known motoring association, The AA. “It’s ok, I’m with The AA” shows members taking setbacks in their stride with the reassurance of the company’s reliability and multiple capabilities to put their minds at ease.

Increasingly surreal situations leave AA members unruffled as the brand returns to TV for the first time since last summer with a debut 60-second ad from The Gate.

The work is a change of tack from the cute dramatisation of the feeling of getting back on the road in the brand’s previous ad, ”That feeling” by Adam & Eve/DDB, featuring a dog puppet at its forefront.

Most of the vignettes in the 90-second super-cut developed by The Gate were given their TV launch through an official 60-second ad, debuting during the break of Love Island on ITV2 on 17th July. Alongside this are also three 30-second versions.

From a man realising he has put the wrong fuel in his tank to an AA driving instructor calmly telling a student to drive towards an enormous swirling vortex, the situations are intended to show the range of the brand’s services for motorists.

The new “It’s ok, I’m with the AA” line is copiously repeated across different executions in TV, cinema, radio, outdoor, print and online.

Lucas Peon, Chief Creative Officer of The Gate, said: “We wanted to bring to life the feeling of unshakeable confidence when you’ve got the AA on your side, no matter what happens, in a way that would be unmissable to drivers across the country.”

The AA appointed The Gate in November 2022 following a competitive pitch process that included numerous big names in the game. 

Will Harrison, Group Brand Director at the AA, said: ”We’re all so excited to launch this new campaign as part of a larger ‘Always ahead’ brand repositioning to reflect the modern and relevant driving brand that we are, with a good dose of advertising swagger.”

Watch the full ad below.

This article first appeared on Campaign here.