RAC unveils new celebrity ad campaign

Article date: 23 December 2006

RAC is launching a new multi-million pound TVadvertising campaign featuring legendary hard men Vinnie Jones andLennox Lewis.

The campaign, RAC to the Rescue, aims to bring thebrand’s "heroism" to the wider RAC product offering, showinghow RAC can come to the rescue of drivers at any point of theirmotoring experience.

The two new films, which will roll-out from Boxing Day, focus onRAC Rescue and RAC Direct Insurance products.

The rescue film, which features Vinnie Jones and his wife Tanya onscreen together for the first time ever, sends up the Hollywoodtough guy reputation of the star. The ad shows the couple breakdownon their way to a party, where Vinnie takes on the macho role andflees the car to find help. Vinnie battles in the dark, throughrain and thunder to no avail, whilst his wife calmly calls RAC forhelp. The downtrodden Vinnie flags down a passing vehicle, only tofind it’s his own vehicle, fixed by the mild-manneredpatrol.

The RAC Direct Insurance film plays on the reputedly fiercereputation of Lennox Lewis to illustrate the brand’s tailoredinsurance offering. The huge boxing star is seen on the phone,trying to get a quote from RAC. When asked if he has secure parkingthe scene cuts to a VW beetle, surrounded by four burly bodyguards.The film ends as Lennox and his entourage uncomfortably pile intothe tiny vehicle.

Commenting on the launch, Alastair Pegg, marketing director for RACsaid: “The new campaign brings the day to day work of ourpatrols to life, contrasting the widely known hard man reputationof its stars with the real life, daily heroism of the rescue teams.Indeed, RAC to the Rescue is a platform for us todemonstrate our commitment to looking after the needs of motoristsin all situations, from our RAC Direct Insurance offer through toRAC Rescue.”

The rescue film will run as a 60 second treatment, with a 30 secondcut down and the insurance film will run as a 30 second treatmentwith a 10 second cut down. The new commercials have been created byAMV BBDO and are directed by James Griffith.

The RAC to the Rescue campaign, which has a media spend inexcess of £20 million, will run throughout 2007.

-ends-

RAC Press office contact:

Liz Kennett 
Telephone: 01603 688263/07800 699667 

Amanda Glover 
Telephone: 0207 908 6462

Notes to editors:

About RAC
With around seven millionmembers, RAC is one of the UK's most progressive motoringorganisations, providing services for both private and businessmotorists. Whether it's roadside assistance, windscreen repair andreplacement, learning to drive, vehicle inspections and checks,legal and financial services or up-to-the-minute traffic and travelinformation - RAC is able to meet motorists’ needs. RACincorporates BSM, RAC Auto Windscreens, RAC Direct Insurance andHPI.

Aviva bought RAC in May 2005. The acquisition brings together RAC'spowerful brand and customer base with the expertise and leadingposition in motor insurance of Norwich Union Insurance (part ofAviva). Norwich Union is the UK's largest insurer, insuring one inseven motor vehicles and with a market share of around 15%.

RAC’s news releases and a selection of images are availablefrom the internet press centre at www.racnews.co.uk.

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