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CAA breaks new campaign

The Canadian Automobile Association of South Central Ontario has begun a new advertising campaign intended to demonstrate the ways in which the organization helps members other than roadside assistance. The campaign was developed by Arrivals & Departures of Toronto, with media work by Media Experts. It consists of three television commercials accompanied by online video, out-of-home and digital display advertising. Two additional commercials will be released in 2020. The creative depicts scenarios in which people in a negative situation are transported to a situation in which the problem has been solved.

“The campaign is not only very functional in its messaging but very charming and fun,” said Jeff MacEachern, chief creative officer at Arrivals & Departures. “With so many brands trying to make an emotional connection with consumers by tugging the heartstrings, there's a white space for brands to go back to fun and humorous creative.”

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