AAA 'Seriously?!' TV Commercial – Emergency Roadside Service

Awareness for AAA insurance—especially home insurance—was low, even among AAA members. AAA needed to get the attention of both current and new customers, but it’s difficult to stand out when every insurance commercial is about bundling—and other insurers have massive advertising budgets. We were asked to develop a singular message and impactful campaign that could cut through the clutter.

With an insurance crisis in Florida due to increased weather-related losses, rising premiums and insurers fleeing the state, Floridians were desperate to find an insurance brand who they could trust would be there when things went wrong. For years, AAA has been one of America’s most trusted brands based on member benefits, like Roadside Assistance. We now needed to translate that brand value into insurance.

SVP Creative Director: Pat Phalon
Creative Director/Copywriter: Kevin Middendorf
AD of Client Services: Jessica Burdick
Design Director: Randy Giarnella
Director/Executive Producer/Editor: Nick Manning
Executive Producer: Susan Mulvey
Producer: Simon Faulkner
DP/Colorist: Quinton Brogan
First AC: Joe Boylan
Jogger: Milly Figuereo
AAA Service Technician: Chelsea Buck
Car Owner: Carlos Rivera
VO Talent: Eric Wibbelsmann
Gaffer: Brad Augsburger
Set Mixer: Mike Maksymowicz
Studio Mix/Master: Massive Productions (Matt Berky)
Motion Director: Eric Juliano
Project Manager: Bethany Beers
Graphic Designer: Joanne Kellert
Hair/Makeup: Anne Boeckh
Wardrobe: Kate Cummins
Prop Stylist: Leslie Simons
Casting: Mark Mullen and Associates Casting
Key Grip: Don Guzzell
BB Grip: Kurt Kautz
BB Electric: Gordy Jorian
Location Manager: Shellee Wells
PA: Matt Walker
PA: Steffan Siebel-Cortopassi
Craft Services: Brora MacFarland
Lighting and Grip: First Unit Production Services
AAA Fleet Supervisor: Pete Jaeger