BBC in "pay now, or you'll pay later." campaign

- GGT presents the painful consequences of not paying the television licence fee in a darkly comic campaign for BBC TV Licensing.

- GGT presents the painful consequences of not paying the television licence fee in a darkly comic campaign for BBC TV Licensing.

The campaign, which comprises four 30-second executions, moves away from the previous strategy of focusing on freeloading. Instead, it introduces the new, more threatening, line: "pay now, or you'll pay later."

The first commercial, called "holiday", features a woman sitting glumly in a field by a battered old tent. Her husband stands in the background pumping up a paddling pool She explains how she planned to go to Spain for her holidays with the money saved from not paying her licence. However, her plans were thwarted when she was caught and fined. Instead, the luckless couple have had to make do with a rainy, camping holiday beside a chemical plant. Attempting to look on the bright side, the woman says weakly: "There's lots of lovely fresh air, so that's a bonus."

The second film features a young man who wanted to respray his Ford Escort (from beige to "raging bull red") so he could impress the women. Unfortunately, he planned to pay for the paint job with the money saved from not paying his TV licence. He too was caught, and is left with a half re-sprayed vehicle (front red, rear beige). "Still the lasses won't notice in the dark," he mumbles optimistically.

The ads were created at GGT by copywriter Jim Thornton and art directed by Christine Jones. They were directed by Mike Stephenson through Paul Weiland. Media is through New PHD.

The TV work, which breaks this week, will be supported by a national radio campaign scheduled to roll-out in June.



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