The ad breaks on 1 May in Southampton, with a national rollout throughout the month. The TV spot will be supported by a press campaign running throughout the summer, which shows the car being caught on camera. The media buying is handled by MediaVest.
The DVLA campaign manager, Lynne Hopkins, said D'Arcy's approach gave an effective delivery of a serious message: "Using a light-hearted tone, we can get across an unpleasant message."
The ad was written by Matt Wheeler and art directed by David Chidlow.
The TV spot was directed by Andy Lambert through Partizan. The press and poster campaign was shot by Andy Earl.