CAA rebrands with help from Extreme Group

The CAA has undergone a brand refresh with help from its new agency of record, Extreme Group. The Canadian Automobile Association has two new TV spots via Extreme Group’s Toronto office, which won the account following a review last fall. The ads focus on “real human moments” in an attempt to increase consumers’ emotional connection […]

The CAA has undergone a brand refresh with help from its new agency of record, Extreme Group.

The Canadian Automobile Association has two new TV spots via Extreme Group’s Toronto office, which won the account following a review last fall. The ads focus on “real human moments” in an attempt to increase consumers’ emotional connection to the CAA brand.



The spots look at both the positive and negative situations in which CAA helps its customers, from a couple discovering a flooded basement to a man surfing on vacation. By doing so, the campaign is meant to highlight services consumers might not know about, such as travel insurance, as well as its member rewards programs.

“We’re a helping hand for Canadians and we are relevant every day, not just when your vehicle is stranded,” said CAA’s director of marketing for south-central Ontario Alexi Mann, in a release.

“Our new strategic focus for the brand is to closely align all of our offerings under one succinct emotional platform,” Mann said.

CAA used the campaign, which also includes digital and print ads, to debut a new tagline –”Making bad days good. And good days better.”

“CAA has stood for helping Canadians out of trouble on those unplanned, unpredictable ‘bad days.’” said Extreme partner and managing director Mike Bevacqua. “It’s time to make sure people are also aware they can rely on CAA to make their good days even better with incredible services.”

MediaCom handled the media buy for the campaign. The spots are currently on air in Ontario.

Brands Articles

Kraft Singles plays mind games in online effort

Cheese brand introduces "A craving is a powerful thing" tagline

McDonald’s tricks consumers with ‘salad society’ pop-up

Fast food chain creates a fake restaurant brand to get consumers to try its salads

Infinity tops on web for ‘virtual tire kicking’

High-end brand edges out Jeep and Lincoln in annual J.D. Power study

Running on empty: How to deal with professional burnout

In the fast paced world of change, how do change agents prevent burnout?

Air Miles promo gives Canadians 19,000 reasons to smile

Loyalty card program rewards members with flights, consumer appliances, barbecues

Quaker looks to spark Twitter conversations with new effort

PepsiCo brand uses social to encourage Canadians to do more of what matters

Canada’s Hottest Ads – The good and bad of Mother’s Day ads

Rain 43's John Farquhar finds mom spots both charming and predictable

Lasik MD campaign has its sights on millennials

Print, direct mail, OOH, radio touts financial benefits of laser vision correction

How to improve in-store signage

Signs alert shoppers to deals and promotions, but also express your brand