As holiday travel reaches its annual peak, The AA is partnering with PMS International’s Elves Behavin’ Badly for a festive campaign that plays on the chaos of Christmas commuting.
Created by The AA’s in-house creative agency, The Gate London, the campaign features Elvie and Elfie making merry mischief — from swiping spark plush to crossing wires — before landing on the roadside assistance service’s reassuring slogan, “It’s OK, I’m with The AA.” Activations include a custom van wrap, social media promotions, and two OOH designs rolling out on billboards across the U.K.
The collaboration was led and coordinated by Born Licensing, which also oversaw The AA’s previously licensed campaign featuring the characters from the beloved video game, Street Fighter.
“Our elves have always loved a little festive mischief, so teaming up with The AA for Christmas 2025 felt like the perfect match,” said Daniel Beverley, Commercial Director at PMS International. “We’re thrilled to be part of a campaign that helps keep families smiling — and moving — through the busy festive season. Whether at home or on the road, Elves Behavin’ Badly is here to sprinkle some extra fun into Christmas.”
For more information about the campaign, visit The AA’s website.
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