D'Arcy shows Chitty Chitty Bang Bang in car tax advertising

The original car from the film musical Chitty Chitty Bang Bang is captured in the latest COI Communications TV campaign to combat road tax evasion.

D'Arcy's 50-second television spot shows the car being driven through the English countryside by a Dick van Dyke lookalike and his family. To the tune of the musical's title song, they are captured on film for not having a road tax disc and are clamped. The ad ends with the strapline "Get your road tax", and warns there are "No exceptions, no excuses, no escape".

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.