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RAC to air new TV ad tonight featuring new visual identity and strapline


By Gillian West, Social media manager

February 20, 2013 | 2 min read

A new RAC ad offering up to £100 worth of free fuel to new breakdown and car insurance customers is to break on air tonight (Wednesday 20 February).

Created by BBH, the 30 second execution also sees the debut of the RAC’s new visual identity created by venturethree and a new strapline ‘Motorists. We salute you’.

Of the new strapline, RAC chief marketing officer, John Orriss, said: “As well as underpinning our brand promise, it is also a subtle acknowledgement to our rich heritage, which dates back more than 116 years, to times when our patrols used to salute members at the roadside.”

The creative conveys the fuel saving message by showing a man filling up his car only to be surprised when the pump counts backwards from £100 to zero. The ad is set to the soundtrack of Barrett Strong’s 1959 Motown hit, “Money (that’s what I want)”, focussing on the apt lyric “the best things in life are free”.

Running until the end of April, the ad will feature in a number of high profile evening shows on ITV1, Channel 4 and Sky Sports in the first week followed by a wide range of nationwide terrestrial and satellite spots.

Orriss added: “As the motorist’s champion we wanted to create a campaign that offered a very real benefit to everyone who is feeling the pain of rising pump prices. Giving motorists up to £100 of fuel – £50 for signing up to RAC Rescue and £50 for taking out RAC car insurance – feels like an offer that will be valued in this punishingly expensive motoring climate.”

The TV ad will be supported by 30 second radio slots due to be aired around news and travel bulletins, online and direct mail activity.


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Bartle Bogle Hegarty is a Global advertising agency. Founded in 1982 by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New...

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