D'Arcy creates DVLA road tax evasion ads

The Driver and Vehicle Licensing Agency (DVLA) is launching a campaign to warn drivers against road tax evasion.

The Driver and Vehicle Licensing Agency (DVLA) is launching a campaign to warn drivers against road tax evasion.

A series of television, print and poster executions, created by D'Arcy, will show famous cars that have been clamped for not paying their road tax.

A television and cinema film features the Thunderbirds characters Lady Penelope and Parker.

Lady Penelope is called away from a leisurely shopping trip to an emergency on Tracey Island. It transpires that the hapless Parker has failed to keep the road tax up-to-date and her famous pink Rolls Royce, FAB1, has had its wheels clamped.

The ad ends on a hard hitting note with Lady Penelope punishing Parker by taking out a pair of scissors to cut his puppet strings. The commercial uses a new endline to warn drivers that when it comes to paying road tax, there are 'no exceptions, no excuses and no escape'.

The campaign breaks on 6 February. Print and poster executions will show other famous fictional vehicles having their wheels clamped.

Lynne Hopkins, the campaign manager at the DVLA, said: 'Unpaid car tax costs the Government about pounds 183 million each year, and we are clamping down hard on this. The advertisement shows that owners of unlicensed vehicles face being wheel clamped.'

The campaign was written and art directed by Matt Wheeler and David Chidlow. It was directed by Andy Labert through Spectre. Media is through MediaVest.


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