United London has created a hard-hitting spot for HM Revenue & Customs that targets long-term tax evaders. The 30-second spot features a man who is not paying his fair share of tax. It reveals his lack of care, both for his attitude to work and for the vulnerability of his customers. His contempt for customers, and for those who pay tax, is revealed in a dramatic monologue in which he taunts the audience and sneers at the tax-paying public. The TV ad is supported by press and radio work.