‘We’ve seen it all’ by adam&eveDDB for the AA

Thinkboxes May/June 2015 Winner

This recreation of amusing, real-life call-out situations for the AA reigns for TV ad creativity.

The ad comprises a montage of unusual motoring problems experienced by drivers, which the AA’s patrol team has been called out to deal with. These include an ice-cream van stranded on the beach and a Nazi armoured vehicle that broke down during the recreation of a battle.

The aim was to demonstrate the breadth, depth and scale of the AA’s different services and to underline its superiority, explains the AA’s head of brand communications, Benjamin Kaye.

It’s a very British ad that showcases quite iconic things that British people do. These are all true stories. Everything that we shot (for the ad) is based on something that has happened in the past that we’ve taken out of our archives.

Benjamin Kaye Head of Brand Communications, AA

Client Benjamin Kaye, The AA; Creative agency adam&eveDDB; Creative team Rory Hall, Steph Ellis; Production Company Outsider; Director Scott Lyon

Other ads on the podium

John Smith's: Only Ordinary (2nd)

  • Creative agency adam&eveDDB
  • Creative team Ben Stilitz, Colin Booth
  • Client Rebecca Haigh
  • Production company Somesuch
  • Director Nick Gordon 

Halfords: Freestyling (3rd)

  • Creative agency Mother
  • Creative team Mother
  • Client Karen Bellairs
  • Production company Biscuit Filmworks
  • Director Noam Murro 

Also shortlisted 

Royal London: Cricket and weather sponsorship 

  • Creative agency VCCP
  • Creative team Chris Birch, Jonny Parker
  • Client Emma Hill
  • Production company Agile
  • Director Ben Whitehouse 

Tango: Five stages of tang 

  • Creative agency 101
  • Creative team Jack Wiloughby, Serhan Asim
  • Client Ray Patterson
  • Production company Moxie Pictures
  • Director Matthew Holness

A view from a Thinkbox Academy member on this month's pick

The AA throws three completely different stories together, and with wit and charm shows how it has seen it all over the years. This could have been a confusing mess, but the edit is a lovely balance of intrigue and reveal.

Russell Ramsey Executive Creative Director, JWT

Click here to see who won the previous award

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