The AA Welcomes Some Festive Mischief With Elves Behavin’ Badly
Christmas is rarely predictable, and The AA’s latest festive campaign leans into that truth with a playful character-led twist. This year, the brand has partnered with Elves Behavin’ Badly, bringing the nation’s favourite mischievous duo into its well-known platform, “It’s OK, I’m with The AA”.
BEAT CHRISTMAS TRIP MISFORTUNE
Created by The Gate London, the campaign runs across out-of-home, press and social, showcasing the elves at their cheekiest. From playfully swiping a spark plug to mischievously unplugging essential wires, the executions highlight moments of festive chaos – all balanced by The AA’s reassuring message of reliability when it matters most.
What makes the partnership work so effectively is the natural alignment between the IP and the brand. Elves Behavin’ Badly are known for their innocent troublemaking, while The AA is synonymous with calm, dependable support when things go wrong. By placing the elves’ playful disruption at the centre of the narrative, the campaign captures both the unpredictability of Christmas and the reassurance of knowing help is at hand.
BEHIND THE SCENES: THE LICENSING PROCESS
Behind the scenes, Born Licensing led and coordinated the partnership in collaboration with the Elves Behavin’ Badly team at PMS International, working closely with The Gate London and The AA to bring the idea to life. From reviewing early creative concepts and negotiating commercial terms, through to managing the approvals process from start to finish, Born Licensing ensured the characters’ signature tone translated authentically across every execution.
THE LAUNCH
The campaign launched with two bold OOH designs across multiple UK locations, supported by a bespoke branded AA van and complementary social and press activity. The result is a festive takeover that feels instantly recognisable, characterful and culturally relevant — proving once again how powerful licensed IP can be when it’s integrated thoughtfully into brand storytelling.
As brands continue to look for ways to stand out during the busiest advertising season of the year, The AA’s festive outing with Elves Behavin’ Badly shows how well-loved characters can inject humour, warmth and memorability — all while reinforcing a clear and trusted brand promise.
READ MORE ABOUT OUR WORK WITH ELVES BEHAVIN’ BADLY.
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