As vacation journey reaches its annual peak, The AA is partnering with PMS International’s Elves Behavin’ Badly for a festive marketing campaign that performs on the chaos of Christmas commuting.
Created by The AA’s in-house creative company, The Gate London, the marketing campaign options Elvie and Elfie making merry mischief — from swiping spark plush to crossing wires — earlier than touchdown on the roadside help service’s reassuring slogan, “It’s OK, I’m with The AA.” Activations embrace a customized van wrap, social media promotions, and two OOH designs rolling out on billboards throughout the U.K.
The collaboration was led and coordinated by Born Licensing, which additionally oversaw The AA’s beforehand licensed marketing campaign that includes the characters from the beloved online game, Avenue Fighter.
“Our elves have all the time beloved a bit of festive mischief, so teaming up with The AA for Christmas 2025 felt like the right match,” stated Daniel Beverley, Business Director at PMS Worldwide. “We’re thrilled to be a part of a marketing campaign that helps maintain households smiling — and transferring — by the busy festive season. Whether or not at dwelling or on the street, Elves Behavin’ Badly is right here to sprinkle some further enjoyable into Christmas.”
For extra details about the marketing campaign, go to The AA’s website.
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