Our brief was to make people aware that the AA helped fund the Air Ambulance service in the UK. We created a commercial that focused not so much on the AA as a sponsor, but which concentrated on the fact that such a valuable service existed in the first place. Although the AA sees itself as "the fourth emergency service", to its credit it was fully aware this ad wasn't about their core business. That's reflected in the astonishingly subtle branding in the spot - together with the frank admission, "we hope you never see one."