"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?"
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