The AA Charitable Trust approached us because they wanted to tackle that 25% of deaths on the road are caused by tired driving. Even though accidents are twice as likely to end in death than drink driving accidents, it is something not recognised as danger by drivers. So we wanted to show people that they were closer to disaster than they thought – illustrating how fine that line between tiredness and sleep. The truth is that you think everything’s fine, until it’s not. Without media spend we got national coverage with a combined reach of 9.6m which got the nation talking.

The film follows a down-to-earth plumber as he struggles to learn the basics of Spanish in his van while he’s driving between jobs.

The various features of the van make his work easier so that he can concentrate on learning the language. We’re not sure why he’s trying to learn Spanish but we see him improving over a few weeks until finally he returns home after a long day to see his son sitting at the kitchen table, head in hands. Seeing that his son is having trouble with his Spanish homework again he sits down and asks his whether he’d like some help, but in perfect Spanish. The boy looks amazed that his father can speak Spanish. We then see the super, ‘Helping you with more than just business’ demonstrating that the van’s features have helped him to not only do his day job but learn a new language.