Three TV ads have been devised to help the RAC close the gap on market leader the AA. The campaign marks the company's first product-led work since its relaunch last year (Marketing, July 17 2003).
The TV work is due to break over Easter and will continue to use the orange 'helping hand' that has run across its recent advertising activity.
Created by The Windmill Partnership, the ads will promote RAC Auto Windscreens, its legal services and its BSM-branded driving school.
Each execution opens with the line 'Every ten seconds the RAC is there to give a motorist a helping hand'.
The first ad uses UK landmarks to promote the RAC's windscreen replacement and repair service. The second highlights the RAC's 100-year heritage of providing legal support to motorists, and the third focuses on BSM's standing as the country's biggest driving school.
All the ads emphasise the availability of the services to non-members and end with the line 'RAC. Always there. For you and Britain's 32 million motorists'.
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