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Love That Feeling

Marketing Week featured this AA advert as one of their top pics for Best Marketing Campaigns 2020. We couldn’t agree more!

While many brands created sentimental ads during the Covid-19 crisis, The Automobile Association provided us with some much-needed joy. In July, timed to coincide with Boris’ announcement that the nation would be coming out of the first lockdown, it introduced a new mascot – Tukker the puppet dog who reminded drivers, and pedestrians alike, of the feeling of freedom.

Created by adam&eveDDB, the ad sees Tukker reminisce on the joys of driving in his bright yellow living room, playing a song on his record player and setting up a fan to recreate the experience.

The campaign launched on social media and achieved the highest engagement of any campaign AA has run on the platform to-date. It also led to a 74% increase in positive engagement versus previous work and was the most effective brand campaign it has launched based on short-term new business sales appealing to target audiences (28% more effective than the previous brand campaign).

As an extension of the campaign, it also launched drive-in cinema events across the UK. These screenings helped to generate positive sentiment around the brand, with 96% of attendees saying they would recommend it to a friend.

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