This is a clever, creative piece of visual thinking. Abbey take the style of a lewis hamilton & his Mclaren (i think) car as a model kit that you can put together.
Particularly how it breaks the number eight apart at the end and then reconstructs it like model pieces. Really makes you re-think about the shape, form of letters/symbols.
great advert, much in the vein of the Honda ads with the Cog ad of everything working together & the problem playground (blogged previously at this site) of visual thinking, problem solving and piecing things together.