Collaboration with Andpick and Quantum Jump to deliver a fresh creative platform that repositions the AA for today’s members.

The AA’s first major campaign and TVC in over a decade, developed with Quantum Jump, showcases the full value of AA Membership beyond roadside assistance—highlighting over 45 Member Benefits.

At the heart of the creative is ‘Ray’—a cheerful animated bobblehead and Roadservice officer who embodies the trusted, reassuring presence of AA’s real-life team. Set against relatable roadside scenarios and the feel-good track All Right Now, the campaign connects with a broad Kiwi audience and reinforces the everyday value of being an AA Member.