The document summarizes an advertising campaign by the AA featuring a singing baby. The campaign aims to convey that the AA can quickly fix cars if they break down, easing parents' worries. It targets both young and old audiences by showing an older man and young girl. The billboard and video advert feature the same young girl singing an old song, improving recognition. The campaign cost 10 million pounds and was the 7th most viewed UK advert in 2017 online.

1. The AA Singing baby
We are
shownin
this
campaign
that there is
a younggirl
whois
shownto be
very
energetic
and happy
inthe
billboard.The companywhoproducedthe campaignare carat UK, Carat are part of the numberone
Global MediaNetwork,andthe market-leaderindigital anddiversified mediasolutions.The
producerof the advertwasLouise Richardson,whoiswell knownforproducingwithsimilar
companieslike Volkswagen radioadvertwasproducedby Adamand eve/DDBproductions. Their
aimwas to have a singingtoddlerdemonstratinghow fastthe autoservice can fix yourcar whenin
need,italsogivesoff the feelingthatif youhave brokendownwithchildreninthe carit isno
problemasthe repairwill be quickmakingsure theywill notbe affectedbyit.Forme it givesme the
feelingsof happinessandbeingpositive aboutbadthingshave goodoutcomes. The campaigns
costingwasa total of 10 millionpounds. The advertitsself wasplacedseventhinthe toptenadverts
in2017 by online mediasources. Forthe Campaignthe advertseemstobe focusedatbothyoung
and oldgenerationdue tothere beinganoldermale anda youngchild,forthe oldman obviouslyit
wouldbe aimedatanyone seventeenorabove due tothe legal drivingage butthe use of the young
girl inthis advertgivesoff the effectthatforyoungchildrenitwill be noproblemif the cardoes
brake downdue to The AA’Sfastrecoveryspeed. The billboardcomesacrosstousin a humorous
manor as the childisshownto be happyand filledwithenjoymentandif youhave seenthe advert
youwouldknowthat she iswavingtothe ‘AA Man’ whilstsinging. The targetaudience forthiswould
be people of the age of 17 and above whichisthe legal drivingage,aswell C2and A of the scale may
be in use here due to AA’scoverage peryearmaybe expensiveforsome andnotothers. The audio
visual advertisementforthe AA isprobablythe mosteffectiveasyouare more interactive asa
viewer.Seeingasthe video advertforthe AA ‘The signingbaby’ hadarounda millionviews,this
contrast withsucha younggirl singingsuchanold songfor hertime,thisallowsthe viewersto
almostrelate andsingwiththe songmakingit more memorable.The same childusedinthe bill
boardingas well asthe visual advert,thismakesthe billboardmore recognisableif the viewerhas
seenthe advert. We are thenshownthatCarat UK have ensuredthatthere wasno rational or
recklessdrivinginthe advertmeaningfalse imageryisshown.
The audioadvertis verydifferentfromthe audioasthere isno dialoguseduntil 10 secondsintoit,
but the same songusedin the visual advertisthe same inthe first10 secondsmeaningyoumay
recognise itbefore the dialogisheard.We are thenbroughtwiththe name of the companyjustin
case if youhave not recognisedthe song.