The lowdown:
Butch our latest furry star, is a calm soul, in charge of security and owner of the Cassidy family. Butch Cassidy? We couldn‘t resist.
The campaign is all about trust and protection, attributes shared by canine pets and the AA, trust and protection shine through in how customers feel about the AA. And we know Dogs aren’t just at the heart of Irish families, they believe they are in charge of Irish families.
Cathal O’Flaherty, who led the creative process at Javelin said, ‘it was really important to us that if dogs were to talk to us that they be believable, charming, and worthy of repeat viewing. Lorcan Finnegan of Butter shot our live dogs on set in Dublin. Then in came a 180 camera ‘clearangle’ rig from Pinewood Studios. Then off went the footage to Rhythm & Hues in Los Angeles for some intense and complex digital sorcery to make the dogs talk to us. Windmill Lane stitched the lot together. Orla Hickey of Javelin said “our clients at the AA were as demanding as we were, if not more so, and creatively open to delivering a campaign that, to say the least, delivers standout in a category defined by ho hum” Reaction to Butch in his first week in campaign has been exceptional with this furry protector winning hearts across the nation.
Credits:
Agency: Javelin
Client: The AA
Creative: Cathal O Flaherty, Gai Griffin, Adrian Cosgrove
Planning: Barry Fitzpatrick
Account team: Orla Hickey, Aoife Hearne
AA Client team: Laura Conlon McKenna, Deirdre Sharkey, Orla Reddy
Production:
Director: Lorcan Finnegan, Butter
Animation: Rhythm & Hues
Post Production: Ian Jacobs Windmill Lane
Sound: Mick Creedon No 4/Windmill Lane
