The RAC's new service will run in conjunction with the company's existing break- down product, and marks an attempt to be the first among competitors such as the AA and Direct Line to open a new section within the motoring market.
The 30-second ad, which breaks on Friday and will run until 15 August, aims to demonstrate that Accident Solutions is available to all RAC members, offering phone assistance at the scene of an accident. It will also help on insurance, repairs and legal issues after the accident.
The ad aims to show that despite careful driving, drivers can still have accidents. The spot uses a split-screen technique and introduces an upbeat protagonist, who is particularly accident-prone. When he takes out his rubbish, he avoids a banana skin but trips on the pavement kerb. And despite a hazardous car journey, he successfully parks his car - only to have it crushed by a falling satellite.
Media planning and buying is through BBJ. The campaign was written by Will Barnett and art directed by Mike Wells. It was directed by Daddy, through Great Guns.
Peter Blackman, an account director at WCRS, said: "This ad shows RAC being the first to respond to consumer needs in the motoring services sector. The ninth commercial in the 'A to B, we RAC to it' campaign, it builds on the consumer perception of RAC as the first choice for consumers' motoring needs."
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