AA and Quantum Jump launch dashboard bobblehead campaign

The AA and Quantum Jump have launched a new campaign and TVC that showcases the full value of AA membership, the first of its kind in more than a decade.  

AA chief marketing officer Jenni Ryan says: “As a trusted brand that’s been serving Members for more than 120 years, people know us as the undisputed leader in roadside assistance. But what many don’t know is there’s also a huge amount of additional value you get from AA membership.

“Our aim with the TVC was to showcase our full membership offering and bring our iconic brand to life in a fresh and fun way.”  

The commercial features common roadside scenarios experienced by AA Members and the support provided by the organisation’s expert roadservice officers.

Additionally, it highlights the more than 45 ways AA’s 1.1 million members can save through its member benefits programme. 

A ray of sunshine

The campaign also introduces Ray, an animated roadservice officer and friendly dashboard bobblehead.

“Ray is quite literally a ray of sunshine, just like the roadservice officers who show up for our members every day, across Aotearoa New Zealand,” says Ryan.

“He represents everything our members love about our roadservice officers – a friendly expert, trusted to help them get back on the road in their time of need. He’s a very likeable character that we think people will really connect with.”

Nod along with Ray

The campaign’s soundtrack features the iconic track All Right Now by Free.

“This kicking song underlines how we all feel when the AA are there for us, it’s alright now. We’ve been humming it relentlessly in the office, and we’re sure Kiwis will be too,” says Ryan.  

“We were thrilled to work with the AA team to develop the creative concept, including creating Ray for the campaign,” says Quantum Jump CEO Ben Goodale.  

“The AA is an iconic brand with such a strong connection to generations of Kiwis right across New Zealand.

“I’m sure we all have stories to share about how we’ve been rescued by the AA in our time of need – I know I do!

“We wanted to demonstrate the trust and relief members have in knowing the AA is there for them, no matter what,” Goodale adds.

“The introduction of our character Ray – the dashboard bobblehead – allows us to encapsulate that feeling of being rescued,” says Quantum Jump creative partner Wayne Pick.

“With a joyful bob, a reassuring thumbs up – you can’t help but nod along with him.”

The campaign will run across broadcast, streaming and social media channels from May 11 to June 15.