This RAC campaign from BBH turns a motorway breakdown service into the heroes of the summer holidays. The agency was tasked with the brief of demonstrating the RAC’s quality of service and ability to get drivers back on the road if they break down during the summer. The key difference was that rather than simply towing cars to a garage, the RAC patrols have the tools and parts to fix vehicles on the spot.
The final creative concept ‘we don’t just tow you to a garage, we bring the garage to you’ conveyed this idea. Tools and spare parts were brought to life by a ‘Pied Piper’ in a spot directed by Passion Pictures’ Drew Lightfoot.
The music brief was aimed at helping convey the notion of a military march as all the tools clambered into the van. The catchy whistling melody backed by Ukulele gave the spot a care free summer feel which was requested. Listen to the track in its entirety here to check our military chops.