AA Insurance targets young drivers in new campaign

AA Insurance has launched a new integrated campaign, ‘Born Ready’, created with McCann New Zealand, exploring the anxiety parents can feel as their children start driving independently.

The campaign centres on a teenager navigating an exaggerated, dream-like version of New Zealand’s roads, dubbed ‘Hazard City’.

The world is filled with confusing roundabouts, cliff edges and busy motorways, reflecting the dangers and uncertainties that can play out in a parent’s imagination.

The twist comes at the end of the film, when the perspective switches to the teenager’s mother.

The audience discovers that the seemingly young child behind the wheel is actually her teenage son, and that the hazards have been imagined through her worried parental perspective.

AA Insurance said the campaign aims to recognise the emotional side of young people becoming more independent while reassuring parents that their children can be ready for the road and that AA Insurance is there to provide cover.

‘Born Ready’ is being rolled out across television, magazines, outdoor advertising, digital and social media, giving AA Insurance a broad platform to connect with both young drivers and their parents.