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The whole campaign has been created by DLKW, with media planning by PHD, and aims to highlight the AA's brand values of warmth and strength.

The web site features some AA employees and invites users to click through to find out about products and services.

The banner takes creative from the new TV ad, which uses true scenarios of how the AA's patrol force has helped members of the public. Stories include how the firm managed to get 70 members to the church on time and ensured that 18 babies were delivered safely.

For example, one banner that features the women holding their babies is used to drive users to the campaign web site (www.youvegotafriend.com).

The two 60-second and 30-second TV ads will be supported by press ads in key nationals as well as radio, DiTV and outdoor.

Kerry Cooper, director of sales and marketing for AA Road Services, said: "The new campaign brings to life the true, friendly face of the brand. It has been great to use a selection of the unusual stories the patrols experience in their day-to-day duties to create the campaign. We still have a multitude of 'tales from the roadside' to use."