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By The Drum Team, Editorial

January 19, 2012 | 2 min read

A spoof horror advert to promote The AA’s Home Emergency Response service has been revealed by McCann London.

The “Who will stop Jack Frost?” campaign uses that idea that a boiler breakdown is a nightmare, with the original trailer ad, which appeared on 11 January on YouTube, not featuring any AA branding.

The full film then appeared yesterday on the StopJackFrost website.

Michael Cutbill, AA’s marketing director, said: “We’re always looking for innovative ways to get the message across about the services and products we offer.

“The idea of creating a spoof film trailer linked to one of the major winter issues – freezing temperatures and broken boilers – fitted well with our Home Emergency Response service and appealed to our sense of humour. We hope our customers enjoy it too and see the funny side, but to underline the seriousness of the issue, we’re donating £20 to the charity Shelter for every policy sold from the online video.”

Matt Crabtree and Si Hepton, creative directors at McCann London, said: “The AA was willing to take a risk in letting us create this ad that isn’t heavy on branding but does really bring to life the feeling of relief knowing your boiler breaking down isn’t the end of the world. It’s great working with a client that likes to push boundaries in advertising like this.”

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