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Bruce Life

How do you make a robust brand known best by people over 50 hip, cool, and relevant by those under 50?

To extend our TV spots where AAA customers imagined how they would Reinvent Roadside Assistance, we took a grocery-shopping mom's imagination and turned it into a full-blown persona and online personality. Bruce the Cat is a hip-hop loving, mini van driving cool cat. He's culturally hip, knows about Dr. Dre, and is inherently familiar with the meme culture.