Summer holidays will be very different this year for many consumers across the country. As the nation tentatively stretches its legs after months in lockdown, European breaks are being replaced with a good old staycation; a weekend spent camping, an afternoon at the seaside or perhaps even a little road trip.

The AA’s latest campaign from adam&eveDDB and Goodstuff celebrates the joy that driving can bring, the freedom and possibilities that a trip in the car can offer. A freedom that just a few short months ago many consumers took for granted.

The ad’s star is Tucker the dog who demonstrates the simple pleasure that can come from blasting out a favourite track, with the wind flowing on the open road.

We see Tucker angle his fan to mimic that windswept feeling, as he imagines being back on the road to the soundtrack of Drinkee by Sofi Tukker. The campaign will run across TV, OOH and radio while a Spotify partnership on sponsored road trip playlists will support the wider message around helping celebrate the freedom and feeling of driving.

Will Harrison, The AA’s Head of Brand Marketing, explained: “Everyone has had different challenges during lockdown. It’s been tough. We wanted to put out a wholeheartedly positive (and yellow!) message to remind people that when they’re ready, they can get back on the road with complete confidence with membership from the AA”. 

Whatever your plans this summer, whether you choose to holiday in your garden or at your local beach, this slot is a joyful reminder of the simple happiness that a good song and the open road can bring.