John Cleese calls the AA for 'faulty showers'

The AA, known for providing roadside rescue and support to the country’s motorists for over 100 years, is now bringing its expertise into the home, as it pledges to bring greater choice for customers in a market which has historically been dominated by a small number of players.

And it’s backing its move with a multi million pound campaign, fronted by the Fawlty Towers star, loved by millions for his role as Basil Fawlty, to highlight the launch of AA Home Emergency Response.

In the new marketing campaign, John Cleese brings one such emergency to life. Confronted with a faulty shower which is pouring water through the hallway ceiling, Cleese’s character turns to the local paper to find a tradesman, but is flabbergasted when his daughter calls the AA. In a response typical of Basil Fawlty, he perversely decides to call the local butchers, to see if they could help.

In a market which is often overly complex, the AA is focussing on simplicity, offering three levels of cover with policies starting at just £4.99/month for AA members and £5.99 for non-members for a home rescue package that includes plumbing, electrics, pests, gas, roof damage and water supply cover.

The highest level of cover, which includes boiler breakdown cover and an annual boiler service, costs just £19.99/month for AA members and £21.99 for non-members, a saving of 27% on the equivalent HomeServe policy and 33% on the equivalent British Gas policy.

Tom Stringer, Head of AA Home Rescue, says Cleese was a natural choice for the launch campaign. He says: “John is world famous for playing characters who are seriously lacking when it comes to practical skills around the home. The situation he faces in the ad – and his unique response to it - perfectly demonstrates the strength of our new Home Emergency Response service. We take away the hassle of finding a quality experienced tradesman at short notice, and at a time when you most need someone you can trust.

“The AA has helped millions of motorists at the roadside over the last century, and with launch of Home Emergency Response we aim to offer that level of customer service to our customers in their homes.”

The TV advertising will be part of a multi-million pound campaign, which will also include extensive press and online advertising and a direct mail campaign.

For more information, visit: theaa.com