CAA South Central Ontario (CAA SCO) has launched a new advertising campaign highlighting how its membership program benefits members beyond just roadside assistance.

The campaign features scenarios wherein ordinary people find themselves in a negative situation – only for the CAA membership card to interrupt, humorously cutting off the characters from saying anything unfortunate and turning the situation around as if it never happened.

CAA has also taken this idea to its digital and print marketing. In the promotional material, a text message heading in a negative direction is stopped by the CAA card, making the message ultimately end on a positive note.

A release noted that the campaign was created in collaboration with creative agency Arrivals + Departures, along with media agency Media Experts.

“Over the years CAA has evolved and grown, and we felt that it was time to showcase the different ways that membership adds value to people’s lives,” explained CAA SCO brand manager Erin Roux. “We wanted to show people that it is a card worth having in your wallet, even if you aren’t a daily driver.”   

“The campaign is not only very functional in its messaging but very charming and fun,” added Arrivals + Departures chief creative officer Jeff MacEachern.

MacEachern also noted that so many brands nowadays are trying to make an emotional connection with consumers by “tugging at their heartstrings” in every ad.

“There’s a white space for brands to go back to fun and humorous creative,” he said.

Three TV spots under the new CAA campaign are now on air, with two more set to debut next year. In addition to TV spots, online and social media videos, the campaign will also be featured on OOH and display ads.