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

New York Fries puckers up on Snapchat for Valentine’s

The brand is asking consumers to "French" their fries on Snapchat

How grocers are aiming to connect with ethnic consumers

Loblaw, Sobeys have opened ethnic format stores. But are they authentic enough?

DavidsTea introduces product line to benefit Kenya (Video)

Co-founder David Segal talks about the brand's approach to CSR

In competitive market, Burger King looks to become top dog

Fast food chain adding hot dogs to its menu nationally starting Feb. 23

Becel campaign adds more heart

New video series tells stories of real people showing thanks through baking

A&W gets awkward in new campaign

Spots for Chicken Buddy Burger appeal to young YouTube viewers

Star Wars is the force behind strong Cineplex results

The latest installment in the Star War saga was the theatre's top film last year

Canadians slowly warming to mobile payments (Survey)

Usage is up just 1%, but perceptions about mobile payments improve

Sears speeds up store closures in the U.S.

Fourth quarter sales down at the company's Kmart locations, too