AA Insurance offers parental reassurance

Created by McCann and directed by Joel Kefali through Good Oil, this playful, hand-crafted campaign from car insurance brand AA visualises a parent’s panic over her child driving independently.

The spot, titled Born Ready, opens with a young protagonist driving a toy car as he passes through the aptly named 'Hazard City', filled with confusing roundabouts, sheer cliff faces and intimidating motorways.

Built by hand and shot mostly in-camera, the joyfully crafted, child-like world turns out to be merely the imaginations of a worried mother, which is revealed as her teenage son returns home safely from an independent car journey. 

“From heavily trafficked roundabouts pulled by unseen hands to painstakingly assembled stop motion clouds, even down to the noises heard throughout, everything was made by a team of talented humans. It gives the campaign a tactile, human quality that feels particularly relevant at a time when we’re surrounded by increasingly synthetic and AI-generated content,” said McCann New Zealand’s Executive Creative Director, Rory McKechnie.