The AA have taken a fun and novel approach in highlighting one of the key benefits of their service. The voice-over starts off with a fun fact.
‘In Japan, you can hire an attractive man to show up at your work and watch sad videos with you until you cry. And then he’ll wipe away your tears.’
The copy is effective and helps to create a strange but memorable image in our heads. Our attention has been caught and the advert cleverly introduces another fact which is more closely linked to AA’s core service.
Everything about this production is perfect. The tone of voice is warm, humorous but reassuringly authoritative. It’s an unusual creative approach but works effectively with a smooth transition to the hard sell.