The document analyzes and summarizes an advertising campaign by the AA featuring a singing baby girl in a car. The campaign included radio, print, TV, and billboard ads with the goal of putting smiles on faces during breakdown situations. The radio ad was rated one of the top 10 ads of 2017 and cost £10 million to produce but generated revenue through new AA memberships. The target audience was drivers ages 17 and older, and the ad was most likely to appeal to "Resigned" and "Mainstream" consumer types. The unexpected juxtaposition of the young girl singing an old Tina Turner song makes the ad highly memorable.

1. AudioAdvertising –Media
Max Cheshire
15/03/18
The AA ‘Babyroute’ – Thisis the advertthat I will be lookingat,thisincludesthe radio,printandTV
advert.
PersonallyIfeel the aimof thiscampaignwastobring smilesto people’s facesinasituationwhere
people certainlydonotsmile.The AA are knownforprovidingatrustedroad service,thisadvert
showsthat youdo notneedto panicwhenyousee a lightflashinyourcar, youjustneedtokeepa
positive mind-set,verysimilartothe little girl inthe car.
Thisadvertwas ratednumber7 inthe top 10 advertsof 2017 by online newssource ‘Campaign’The
agencyusedto create the radio advertwasAdamand Eve/DDB,it wasproducedbyLouise
Richardsonwhoalsoproducedthe TV advert.Althoughthe same producer wasused,the creative
agencyusedfor the TV AdvertwasCarat UK, theyare a Britishcompanywhohave collaboratedwith
companiessuchas Kellogg’s,Pimm’sandAdidas.
At £10millionthe advertwasbyno meanscheap,however the greatsuccessof the ad wouldsee
people paytojoinupto the AA and revenue wouldbe generatedinthatway.
The target audience of thiscampaignwouldbe anyone fromthe age of 17 up, thisisthe age were
youare legal todrive.Youcould alsoargue that thisadvertistargetedtowardspeople whowould
be rankedanywhere betweenC2andA, thisis because breakdowncoverfromawell-established
brand like the AA issomethingthatcouldpotentiallybe seenasasort of luxury.Sayingthis, thatis
an extremelywide range of people. Aswe cansee fromthe visualsof the AD,the 2 menseenlookas
theywouldbe intheirlate 30’s early40’s. This wouldillustrate thatthisage range of driversare
more targetedforthisad, and youcouldalso suggestthatthere isa sense of vicarious feelingwith
the olderdriversastheymay have experiencedtheirdaughteror son outrageouslysinginginthe
back of the car. As the AA is an extremelywell knownandhighprofile brandthathasprovidedthe
same service formanyyearsthere isgoingto be an extremelydiverserange whenlookingatthe $CS
and NRSScale.“The Resigned”wouldmostcertainlybe memberof the AA andwouldbe greatly
appealedbythisad.The use of the Tina Turnersoundtrack wouldgrab someone’sattentionstraight
away,especiallyif theywere “resigned”astypicallythese peopleare the oldergeneration. Notonly
woldthere be “the resigned”group,Ifeel thatthere are definitelyalotof people whowouldbe
associatedwiththe “mainstream”group,Isaythisbecause the AA are the most well know and
reliable roadservice inBritain,whendriversare lookingforbreakdowncovertheywill looktosee
whois consideredthe bestwhichisthe AA.
Whenwatchingthe advert, youcan’t helpbutsmile/laughatthe little girl beltingoutTinaTurner,
thisrepresentsthe advertasverycomedic,notonlythis.Itmakesthe advertmemorable forpeople.
The USP isone hundredpercentthe factan extremelyyounggirl issingingsuchanoldschool song
by someone whothislittle girl shouldn’tknow.Thisjuxtapositioncreatesquite asweetimage thatis
extremelymemorable andthatmakesthisadvertgreat.

2. AudioAdvertising –Media
Max Cheshire
15/03/18
BillboardAD
Directorof Photography,AntonioPaladino shot
thisfor the AA,theywere promoting the factthat
the AA are able to be with you,or at leasttryand getyou back on the roadswithin30 minutes. The
similarityof the printandTV advertdoesa greatjobin reinforcingthe campaignmessage.Digital
printads do nothave the ‘AA’logoonthe adverthoweverIfeel thatthe successof the advertmakes
it recognisableanyway.The colouryellow isused onthe microphone asthatisthe dominantcolour
withinthe AA branding. The Billboardhasthe AA logo,thisisbecause whendrivingpasta signits
difficulttocapture all the informationitistryingtoillustrate,howeverwhenonadigital platformy
oar able t lookat the image for longerwhichbythenyouwouldhave realisedthatitisthe singing
babyform the AA advert.
AudioVisual
PersonallyIfeel thatthe audiovisual
advertwe see here Isthe mosteffective
and beneficial wayof advertising. The
videowasa bighit onthe internetdue to
the conceptual ideaof someone soyoung
singingsucha classicsong.Thismakesthe
adverta lot more memorable this
technique of advertisingmakesitmore
engaging,Interdepence isshownbetween
all ads. We can see asthe same childis
usedinthe visual adverts,howeverwithin
the TV advertthere isno voiceover,inthe radioadvertthere isavoice over.Thisisslightlyconfusing
whentryingtorelate to eachadvert.I feel avoice overwouldhave beenhelpfulduringthe TV
advertas it wouldtell more of astory and alsoconveya strongermessage of whatistryingto be
advertised.
RadioAdvert
Somethingthatisinterestingwiththe radioadvertisthatthere isno voice overuntil 11 secondsin.
Thisis done because theywill be hopingyourecognise the advertpurelyfromthe song,whichyou
would’ve seenfromthe hugelypopularTV advert.
Startingthe voice overwiththe name of the companyallowsthe audience memberswhohaven’t
clockedwhichcompanythisisa chance to catch up and findoutmore aboutwhat isbeing
advertised.Openingandclosinganadvertwiththe companyname purelyreinforcesthe points

3. AudioAdvertising –Media
Max Cheshire
15/03/18
made withinthe advert.The use of a friendlyandapproachable voice hopefullyillustratestothe
target audience thatthe service providedbythe AA isexactlythat,friendlyandapproachable.
LEGAL AND ETHICAL ISSUES
(Before an advert can be aired, it must comply with the BCAP Code and be approved by the broadcasters)
MONEY – SECTION 3.12
“Advertsmustnot mislead;thisisdone byexaggeratingthe capabilityorperformance of aproduct
or service”
In the respectof the advert,thismeansthe aa muststickto what they’re advertising,if theydonot
stickto what theyare advertisingitwill be seenasfalse advertisingandthiswill givethe companya
verybad reputation.
HEALTH ANDSAFETY – SECTION 4.4
"Advertisementsmustnotinclude material thatislikelytocondone orencourage behaviourthat
prejudiceshealthorsafety."
The creative teamCarat UK wouldhadto have made sure that there wasno rational orreckless
drivingwithinthe advert,thiswouldportrayafalse image
ADDITIONAL LINKS
VISUALADVERT - https://www.youtube.com/watch?v=I88L-CCygtg
RADIOADVERT - https://interactive.brandrepublic.com/annual/7.mp3
IMAGERY - http://www.theaa.com/about-us/singing-baby
LEGAL ANDETHICAL ISSUES - https://whosdaisyjaye.wordpress.com/understanding-creative-
media/legal-and-ethical-issues-in-the-media-industry/