TMP and The AA are 'Ready for Anything' with Ant Middleton

TMP and The AA are 'Ready for Anything' with Ant Middleton


The AA’s EVP is ‘Ready for ANYTHING?’. TMP wanted to bring this to life in an innovative, bold, creative and most authentic way possible. So, they partnered with Ant Middleton to bring the whole endeavour to life.  Ant is an English ex-Special Forces professional, adventurer and television presenter best known as the Chief Instructor on the Channel 4 television series SAS: Who Dares Wins.

Ant Middleton’s ‘Ready for anything’ Adventure launches at 16:00 on July 25th.  Ant will be guiding and supporting an enthusiastic group of AA employees through an intense 24-hour wilderness adventure – broadcast live online through social media. The public will be able to interact and vote on the types of challenges the participants will encounter. As well as being a fascinating experiment, this adventure will showcase AA employees at their very best: living and breathing behaviours the AA are proud of – collaboration, innovation, care, dynamism, respect and expertise.

The AA is very proud of their connection with the Armed Forces, which goes back over a hundred years, and their impressive history of serving the people of the UK. Recognised with the Gold Armed Forces Covenant Award, the AA is committed to providing as much support as they can to both service leavers and reservists.

Some of the participants joining Ant in the wilderness come from military backgrounds and TMP wanted to show how, as an organisation, the AA support the often-tricky transition from HM Forces to civilian life.

The principle of bringing your whole self to work is very important & TMP wanted to provide air time to AA employees’ back stories and personalities. A very transparent, true and honest representation of the employer brand and life at the AA.

You can follow the countdown to the event and the adventure itself on these channels:

Thursday, 4 July 2019

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Noel Thomas Date: Jul 5, 2019

Great to see a client being so bold - hope the results are as good as the teaser trailer!

Becs Reffell Date: Jul 8, 2019

Very excited to see this play out. If the adventures are as great as the teaser trailer, we're in for a treat.

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