UK: RAC unveils new celebrity ad campaign
23 December, 2006
RAC is launching a new multi-million pound TV
advertising campaign featuring legendary hard men Vinnie Jones and
Lennox Lewis.
The campaign, RAC to the Rescue, aims to bring the
brand’s "heroism" to the wider RAC product offering, showing
how RAC can come to the rescue of drivers at any point of their
motoring experience.
The two new films, which will roll-out from Boxing Day, focus on
RAC Rescue and RAC Direct Insurance products.
The rescue film, which features Vinnie Jones and his wife Tanya on
screen together for the first time ever, sends up the Hollywood
tough guy reputation of the star. The ad shows the couple breakdown
on their way to a party, where Vinnie takes on the macho role and
flees the car to find help. Vinnie battles in the dark, through
rain and thunder to no avail, whilst his wife calmly calls RAC for
help. The downtrodden Vinnie flags down a passing vehicle, only to
find it’s his own vehicle, fixed by the mild-mannered
patrol.
The RAC Direct Insurance film plays on the reputedly fierce
reputation of Lennox Lewis to illustrate the brand’s tailored
insurance offering. The huge boxing star is seen on the phone,
trying to get a quote from RAC. When asked if he has secure parking
the scene cuts to a VW beetle, surrounded by four burly bodyguards.
The film ends as Lennox and his entourage uncomfortably pile into
the tiny vehicle.
Commenting on the launch, Alastair Pegg, marketing director for RAC
said: “The new campaign brings the day to day work of our
patrols to life, contrasting the widely known hard man reputation
of its stars with the real life, daily heroism of the rescue teams.
Indeed, RAC to the Rescue is a platform for us to
demonstrate our commitment to looking after the needs of motorists
in all situations, from our RAC Direct Insurance offer through to
RAC Rescue.”
The rescue film will run as a 60 second treatment, with a 30 second
cut down and the insurance film will run as a 30 second treatment
with a 10 second cut down. The new commercials have been created by
AMV BBDO and are directed by James Griffith.
The RAC to the Rescue campaign, which has a media spend in
excess of Ł20 million, will run throughout 2007.
-ends-
RAC Press office contact:
Liz Kennett
Telephone: 01603 688263/07800 699667
Amanda Glover
Telephone: 0207 908 6462
Notes to editors:
About RAC
With around seven million
members, RAC is one of the UK's most progressive motoring
organisations, providing services for both private and business
motorists. Whether it's roadside assistance, windscreen repair and
replacement, learning to drive, vehicle inspections and checks,
legal and financial services or up-to-the-minute traffic and travel
information - RAC is able to meet motorists’ needs. RAC
incorporates BSM, RAC Auto Windscreens, RAC Direct Insurance and
HPI.
Aviva bought RAC in May 2005. The acquisition brings together RAC's
powerful brand and customer base with the expertise and leading
position in motor insurance of Norwich Union Insurance (part of
Aviva). Norwich Union is the UK's largest insurer, insuring one in
seven motor vehicles and with a market share of around 15%.
RAC’s news releases and a selection of images are available
from the internet press centre at www.racnews.co.uk.
