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

Saputo sells its bakery division to Canada Bread for $120 million

Deal in line with company's plans to become more competitive in new food categories

Why employee engagement needs to top the CMO’s agenda in 2015

And, how it will enhance competitiveness/profitability

Canada’s Hottest Ads: A very foodie November

...with a light dusting of holiday cheer

McDonald’s marketing misery

Markus Giesler on the chain's identity crisis and why it's becoming increasingly irrelevant

BlackBerry harkens back to “CrackBerry” heyday

Waterloo, Ont.-based company introduces new smartphone model with familiar features

Hudson’s Bay hires new CEO

Former Toys R Us chairman and CEO takes the reins, Richard Baker remains chairman

Country Style chooses Tag Franchise for rebrand

New branding expected to roll out next year

MasterCard’s ‘priceless’ holiday giveaway

The brand had a big surprise for Calgary charities