Fred & Farid New York and AAA Club Alliance are teaming up again, this time taking on one of advertising’s most familiar categories: insurance.
The new integrated campaign marks Fred & Farid New York’s first insurance work for AAA Club Alliance and expands the brand’s “The Start of Something Good” platform into home and auto coverage.
Rather than leaning on mascots, exaggerated characters, or fear-based scenarios, the work focuses on life moments people are actually excited about — buying a first home, welcoming a baby, teaching a teenager to drive, and preparing for retirement.
The campaign includes three 30-second hero films centered on home, auto, and combined coverage, supported by 15-second executions. The creative device tying those moments together is a three-member “AAA band” that appears throughout the spots, singing along as life unfolds around the people being insured. The result is a warmer take on the category built around the idea that “Insurance Never Sounded So Good.” Watch below:
“For more than 100 years, people have trusted AAA to be there when they need us most,” said Shuchi Sarkar, chief marketing officer at AAA Club Alliance. “This campaign helps tell a broader story about how AAA protects members beyond the roadside.”
Sarkar added that the campaign is designed to connect AAA Insurance with the milestones and everyday moments that help people move forward “with optimism and confidence.”
Ben Young, director of content and brand at AAA Club Alliance, said the team wanted to move away from fictional characters and focus instead on real experiences. “The most compelling stories aren’t fictional characters or exaggerated scenarios,” Young said. “They’re the real moments people experience every day, whether buying a home, welcoming a child, teaching a teen to drive, or preparing for retirement.”
That shift is deliberate in a category where insurance advertising has long relied on recurring characters, comic personalities and warnings about what could go wrong.
Farid Mokart, creative chairman of Fred & Farid New York, said the agency wanted to reverse that emotional equation. “Insurance advertising has spent years telling us to worry about what might happen next,” Mokart said. “We wanted to tell a different story, one about everything people are excited to have happen next.”
He added that rather than introducing another mascot, the agency found a more ownable way for AAA to show up through “a band that literally sings people through the moments they’re protecting.”
It is rolling out across television, digital, social, radio, web and out-of-home throughout AAA Club Alliance’s footprint.
For AAA, the campaign also helps broaden perceptions of the brand beyond roadside assistance by positioning its insurance offering as part of the same long-standing promise of reliability and support.
And in a category that often tries to make consumers nervous enough to care, AAA and Fred & Farid are taking the opposite route: making protection feel like part of something good that is just beginning.
CREDITS:
BRAND: AAA Club Alliance
- Chief Marketing Officer, AAA Club Alliance – Shuchi Sarkar
- Director, Content & Brand, AAA Club Alliance – Ben Young
- Director, Insurance Marketing, AAA Club Alliance – Adam Peoples
- Marketing Manager, Insurance Marketing, AAA Club Alliance – Marissa Papania
AGENCY: Fred & Farid New York
- Chief creative officers: Fred & Farid
- Executive Creative Director – Laurent Leccia
- Creative Director – Thomas Raillard
- Head of Accounts – Dani Cubillos, Sinead Kelly
- Account Director – Emily Dann
- Strategy Director – Eileen Zhao
- Agency Producer – Liam Akiva
- Agency Post Producer – Nico Guerra
- Business Affairs – Tiffany Senft / Birdie Mgmt
PRODUCTION COMPANY – Area 64 Films
- Director – Nan Feix
- Producer – Alex Sanchez, Mattie Becker
- Director of Photography – John Veleta
- 1st Camera Assistant – KC Capek
- 1st AD – Dan Lamkin
- Social/Photography – Brett Nadal
- Location Manager – Ben Miner
- Sound – Alex Clawsen
- Casting – The Cast Station
- Production Design – Lori Bohner
- Wardrobe – Tahler Johnson & Andrew Sokol
- HMU – Krystin Johnson & Alba Irahola
- Production Manager – Camron Jalayerian
- Production Coordinator – Sasha Neri-duFour
EDIT: Cut and Run
- Editor / Partner – Gary Knight
- Asst Editor: Sarah Mlcoch
- Senior Producer – Diana Méndez
FINISHING – Jogger Studios
- Head of Production – Tim Vierling
- Producer – Jaime Cooke
- Senior Flame Artist – Matt Dolvan
COLOR – Company 3
Colorist – Jaime O’Bradovich
EXECUTIVE & ORIGINAL MUSIC PRODUCTION: Benzēne Paris
SOUND DESIGN & MIX: Benzēne Paris
- Head of Music & Sound: Grégoire Musso
- Music & Sound Producer: Heather MacFarlane
- Music & Sound Mixer: Yohan Fauriat
