The partnership proves that even the Elves won’t stop The AA’s customers this Christmas!
18 December 2025: The AA has launched its latest Christmas campaign, featuring the popular Elves Behavin’ Badly IP in a playful festive takeover. The partnership brings the mischievous duo into The AA’s well-loved brand platform, “It’s OK, I’m with The AA,” adding a seasonal twist rooted in humour and recognisable character appeal.
Created by The Gate London and running across OOH, press and social, the campaign showcases the elves at their cheekiest — from playfully swiping a spark plug to proudly unplugging essential wires — all contrasted with The AA’s reassuring message of reliability during the busiest time of year.
The collaboration was led and coordinated by Born Licensing, with the Elves Behavin’ Badly team at PMS International, ensuring the characters’ signature mischief translated authentically across creative. By placing the Elves’ playful chaos at the centre of the narrative, the campaign highlights both the unpredictability of the festive season and the dependable support drivers receive when they’re “with The AA”.
Working closely with PMS International, Born Licensing teamed up with The AA’s creative agency, The Gate London, to negotiate the commercial terms, review initial creative decks, and manage the entire approval process from start to finish.
The campaign includes two impressive OOH designs with executions across various locations in the UK, a bespoke van design, and social and press activity across different platforms and channels.
David Born, Founder and CEO at Born Licensing, comments, “We’re thrilled to support another standout collaboration with The AA, this time bringing the mischievous spirit of Elves Behavin’ Badly into their festive campaign. Following our previous work together on the Street Fighter partnership, it’s fantastic to once again help The AA and The Gate London tap into the power of well-loved characters to elevate their storytelling.”
Daniel Beverley, Commercial Director at PMS International Group PLC, comments, “Our elves have always loved a little festive mischief, so teaming up with The AA for Christmas 2025 felt like the perfect match. 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.”
About Born Licensing
Born Licensing is a licensing agent focused solely on the licensing of entertainment-based IP for the purposes of advertising and marketing. The team has a deep understanding of how the licensing industry works and how advertising agencies and brands can licence their intellectual property. Born Licensing is the appointed licensing agent for entertainment rights holders such as Universal Studios, King Features, Hasbro, Sanrio, Sesame Workshop, and holds relationships with a range of others such as Disney and Warner Bros.
For more information, please contact David Born: david.born@bornlicensing.com
About Elves Behavin’ Badly
Elves Behavin’ Badly, created by PMS International Group PLC, began in 2017 and has since become one of the UK’s leading festive brands. Found in over 16 million homes and sold in 40+ countries worldwide, the brand is a global Christmas favourite known for its playful, mischievous spirit. Supported by PMS International’s 55+ years of industry expertise and a portfolio of 7,500+ products, Elves Behavin’ Badly continues to expand through a growing network of licensees across apparel, confectionery, live events and more, delivering high-impact seasonal engagement for retailers and consumers worldwide.
