TBWA unveils TV work for Green Flag

30-second and one ten-second execution - plus radio support over a

rolling 12-month schedule.

The ads focus on the breakdown service’s response times - Green Flag

aims to be quicker than either the AA or the RAC. This claim is

supported by a pledge to give the customer pounds 10 if they are not

assisted within one hour.

The first 30-second spot opens with a cheetah sprinting. The voiceover

says: ’A cheetah is the fastest animal on earth - but has absolutely no

idea how to clear a blocked fuel line.’ The shot cuts to a woman and her

daughter being rescued by a Green Flag representative. The endline,

which includes a freephone number, says: ’We leave everyone standing but

you.’ The other ads are based on the same theme.

Andy Cornish, the Green Flag sales and marketing director, said he was

confident that the service’s straightforward style would win customers

over from the AA and RAC. ’People stick to the other services because

they don’t realise there is an alternative. We’re not being pompous with

these ads but merely saying, ’We’re here’,’ he said.

The ads, which break on 2 June, were written by Graeme Very, art

directed by Phil Martin and directed by Joe Roman through Rose Hackney

Barber.

Media buying is through Universal McCann.