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1. The AA Baby Route
PrintAdvert
The aim of thisadvert wasto
draw inthe attentionof the
personviewingit,the bright
yellow catchesyourattention.
Eventhoughthisprintadvert
doesn’tsaythat itis bythe AA,if
youheard the radioand TV
advertthat go withit,youwould
be able recognise itandsee that theygo together.The songtheyuse acrossthe campaignis very
catchy and instantlyrecognisable,hence the phrase beingusedinthe printadvertwithnoother
context.
The target age isquite obviously17and above as it isa car advert,andtryingto appeal to a younger
audience wouldbe pointless.On the NRSscale the aimwouldbe people atB,C1, C2 and D because
theyare more likelytospendtime onlinelookingthroughmediaandsowouldaccessthe advert
much more easilythana grade A. The people onthe 4C’sscale wouldbe The Mainstreambecause
theyare more likelytoaccessthe advertsonline.
The print advertispresentedinahumorousmanner,andappearsto be part of the TV advert,
because the campaignisn’tpresentedwithaseriousundertone,itmayappeal tothe general public
more as it appearsto be veryfriendly.However,thisadvertreliesheavilyonpeople beingaware of
the otheraspectsof the campaign,because itdoesn’texplainverymuch solely.The sellingpointof
the advertcampaignis the songwhichis focusedon heavilythroughoutotherareasandprovidesa
more memorable tune.
TV advert
The TV advert comprises of a young girl singing in the back of a car, which can be seen as a
typical happy child singing along to the radio. Families can relate to the advert because they
would have the highest chance of breaking down with children in the car, this could
reassure them that the AA will come quickly. It is also reassuring because of the warm tone
and upbeat feel of the advert, making it more memorable. The advert portrays the AA as
prompt and caring, because they are shown arriving and identifying the problem. They then
fix the car, close the bonnet and leave while the song is still playing. The child is shown to
still be happy and singing. Yellow is significant throughout the advert because it is the
statement colour for the AA and is easy for an audience to identify. This song appeals to all
audiences because it is quite old so the older generation will recognise the song, whilst
younger audiences will find it catchy. I think that this made the campaign successful because
they have made it appeal to both a younger and older audience.

2. Radio Advert
The theme song in the Radio advert is ‘Rolling on a river’ by Tina Turner. if you have already
viewed the TV advert it will instantly be recognised as an AA advert because it is a song that
is more memorable. On the other hand if someone hasn’t seen the TV advert they may have
a hard time figuring out what the advert is for. The song fits in with the avert because it uses
the words ‘Rollin’ and ‘keep those big wheels turnin’ this can help identify the advert as a
motor advert if someone hasn’t heard it before. AA can also be seen as reliable through this
advert because they say they will do ‘whatever it takes to keep your big wheels turning’ this
also shows that they are efficient and quick.