The Richards Group’s latest commercial for The Auto Club Group (the second-largest AAA club in North America) uses frozen moments in time through the years and a little heartstring tugging to great effect. In short, it makes mundane acts like insuring a car or booking a trip feel naturally part of a family’s story.
In a series of flashbacks, the ad, “Emma,” depicts moments in the life of a father’s daughter—from her wedding day back to her birth. Directed by Michael Spiccia, the spot thankfully doesn’t dwell on any one moment, thereby avoiding any descent into treacle. Rather, the approach is uplifting and hopeful, despite scenes of a minor house fire and a flooded car.
The ad, which lasts 60 seconds, will break Sunday on the Super Bowl in select markets—Detroit and the Florida cities of Orlando and Tampa. The execution is part of a larger campaign that introduces the tagline, “Expect something more.”
Client: The Auto Club Group
Agency: The Richards Group
Chief Creative Officer: Stan Richards
Group Creative Directors: David Morring, Tim Tone
Art Director: Andrew Harper
Copywriter: Deric Nance
Agency Producer: David Rucker
Production Company: Arts and Sciences
Director: Michael Spiccia
Director of Photography: Peter Deming
Visual Effects: MPC LA