AAA of Central & Western NY's "I Choose AAA" series of broadcast commercials were part of a campaign that lasted for years, spreading beyond their regional origin into usage by other AAA clubs. The "I Choose AAA" concept and aesthetic was developed by AAA's Creative Director David Noyes, an internationally award-winning photographer.
A remarkably simple concept - honest stories told by real AAA members - made the commercials efficient to produce and effective at driving membership. Over the years, we recorded dozens of AAA members from all walks of life. The videos seen here represent just a couple of them.
Part of the challenge with this campaign was working with non-actors while achieving a performance that worked for a commercial, in the 25 seconds of runtime available. AAA reported to us that the campaign made a real, measurable difference in positive new membership signups.
Cumbo, Inc. produced these spots from start to finish, including all aspects of production logistics and management, video direction and post-production.
AAA of Central & Western New York
David Noyes, Creative Director
DIRECTOR OF PHOTOGRAPHY:
Peter A. Cumbo