Created by MullenLowe London, this week's campaign for the Commission is designed to cut through the 'noise' that everyone will hear about the referendum with a big pink neon sign promoting a guide about how to vote in the nationwide poll on 23 June.
The integrated campaign, called "You can't miss it" was launched after the Commission sent an impartial information booklet to 28 million households across the UK this week, starting on 16 May.
This week a 30–second TV and online spot has been launched in which a large, pink neon sign appears in everyday locations, such as a launderette, alleyway, or park. It was created by Jack Patrick and Denis Kakazu at MullenLowe, while MEC handled the media and further activity will come out on radio, video on demand, outdoor and social media.
The ad, directed by Nadia Marquart Otzen through Academy Films, is based on a campaign the Commission and MullenLowe ran ahead of the 2014 Scottish independence referendum. MullenLowe said that, by polling day for that vote, 84% of people surveyed said they recognized the advertising.
Alex Robertson, the director of communications at the Electoral Commission, said: "This is an historic event and we don’t want anyone to miss out. A lot of people won’t have voted in a referendum before or will be unsure what the question is.
"Our booklet and associated awareness campaign gives everyone the information they need."