MEDIA CHOICE: Xavier Rees, an account director at Archibald Ingall Stretton, picks the AA's London bus back campaign through Viacom Outdoor

"Though I'm always on the lookout, it's hard to find examples of media and advertising ideas working in perfect harmony. So the AA's current bus back campaign is particularly refreshing.

"Bus backs are a great way to gain a driver's attention - just ask anyone who's sat in London's rush-hour gridlock. Where better for the AA to reach its potential customers? The only niggle for advertisers is the unavoidable bus number, luminously poking through your carefully crafted ad; and that's what's so clever about this AA work. It takes a potential disadvantage and uses it to make the ad stronger and more memorable. Like many good ideas, it's so obvious, you wonder why nobody thought of it before. One question - does the number plate mean anything?"

Client: AA

Medium: Bus backs on London buses

Media planning: Ron Mudge at Manning Gottlieb OMD

Media buying: Glen Wilson at Posterscope

Creative: M&C Saatchi

Brief: As part of the AA's strategy of "own the road", find ways to

engage motorists


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