Created by Rapier, the campaign breaks on April 8 with a 40-second spot in peak time focusing on the uncertainty involved in buying a second-hand car.
The ad is called "sales talk" playing on the excessive jargon used by car sales staff and shows how the Car Buyer's Guide arms car buyers with the knowledge and negotiation skills they need to buy successfully.
As well as the television campaign, there is a series of outdoor ads created by M&C Saatchi to appear starting April 19 on 48- and 96-sheet posters. It uses various animals to demonstrate different AA services, such as a nodding dog for car checking, a crow for route planning and a turkey called Fred for the Car Buyer's Guide. The AA has assured people that no animals were harmed in the making of the ads.
"There is strong awareness of our product range among our customers but we need to maintain this and create an affinity towards our brand," Cathy Billett, brand manager at AA, said.
"These ads build on last year's successful campaign and use similar strong images on the 'yellow sign' background with creative copy to bring the ads to life."
Media planning and buying on the campaign was through Manning Gottlieb OMD.
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