UK driving services business, The AA, has launched the next phase of the ‘Its OK…Im with the AA’ campaign, focused on driving awareness of the AA’s multi-service offering to a younger demographic, in partnership with youth publisher, LadBible Group. The campaign is running across LadBible’s social channels, including Instagram, TikTok and Facebook, from now until November.

The first instalment of the campaign, ‘Fix My Motor’ is a social-first content series featuring an AA hot-shot crew of engineers bringing old bangers back to life in style. Over three episodes, the iconic character, Chabuddy G, works with the highly-professional AA crew, meeting vehicle owners in need of repairs. However, as the AA mechanics get to work on fixing the vehicles, Chabuddy G takes it upon himself to add his elaborate and somewhat misguided flair to the operation, with entertaining results.

Hot on the heels of ‘Fix My Motor’ will be ‘Whip School’, a second content series with six instalments, designed to promote confidence in all things driving-related for young people. The series will see ‘People Just Do Nothing’ star, MC Grindah, misguidedly educate the LadBible, community with a host of AA specialists on hand to correct his ridiculous advice. Subjects cover advice from each of the AA’s lead service areas, with examples including, how to learn to drive; what to do if you have an accident; and preparing for an MOT test.

To inform the campaign strategy, insights were gathered via LadNation, LadBible Group’s consumer panel of 55,000 young people, looking at the audience’s awareness of AA services and attitudes around driving. Research identified that UK sitcoms, such as People Just Do Nothing, represent the only accurate portrayal of the British young driving experience, informing the creative of using these characters to communicate the campaign messages in an authentic way.

Media planning and buying was led by Goodstuff, and includes further integrated social amplification of the LadBible content to AA target segments who will be re-targeted with sequential, acquisition-led messaging.

“We are super excited to have partnered with LadBible Group on a social extension of our ‘It’s OK, I’m with the AA’ campaign to bring the unshakeable confidence of being with the AA to life alongside the (sometimes misguided) confidence of Chabbudy G and MC Grindah,” said Will Harrison, Group Brand Director at The AA. “Whether you think you are an expert already, like MC Grindah, or in a scenario where Chabuddy G is trying to put his own unique mark on your car, you’re OK when you’re with the AA.”

You can see the first episode here.