TBWA films highlight TV licence risk

The BBC is to target TV licence fee offenders with three new documentary-style commercials featuring characters paying the price for ’forgetting’ to pay their licence fees.

The BBC is to target TV licence fee offenders with three new

documentary-style commercials featuring characters paying the price for

’forgetting’ to pay their licence fees.



In one, the tweedy owner of a stately home reveals how not paying his

licence fee led to ’a nice fine, handed out by an old school chum of

mine’.



As a result, he has had to open his house to the public.



’What a nightmare,’ he says, as he discovers crisp packets in the

antique vases and has touring families walk in on him in the

bathroom.



In another, a businessman talks about how his son, a Cambridge economics

graduate and a partner in the family firm, is afraid to get his hands

dirty and lacks attention to detail. It turns out his son has forgotten

to pay the company’s TV licence fee.



’He’s not so frightened of getting his hands dirty now,’ the businessman

says as we see his son up a ladder painting out the ’and son’ on the

company name.



The third film features a bodyguard who has gone into the business for

the ’excitement, danger and glamour’ associated with it. He signs up for

an expensive bodyguard course but has to pull out when he is fined for

not having a TV licence. This leaves his boss, Mr Randal, in a

vulnerable position and he ends up in hospital with a black eye and a

broken arm.



The 30-second ads were created by TBWA GGT Simons Palmer and break on 2

November.



They were written by Michael Burke, art directed by John Anderson and

directed by Paul Gay through Outsider. Media is being handled by New

PHD.



The films will run on the BBC until 1 December with an equivalent media

spend of pounds 7.5 million.



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