D'Arcy uses famous cars from fiction for road tax warning ad

The Government is launching a poster campaign to warn drivers

against avoiding payment of road tax.



The ads, through D'Arcy, show a range of famous fictional cars that have

been clamped or caught by cameras for not paying road tax. The

executions have been created by the agency on behalf of COI

Communications and the Driver and Vehicle Licensing Agency.



Posters will run across London from this Thursday (today) and include

cars such as the Batmobile from Batman, Chitty Chitty Bang Bang, Lady

Penelope's car from Thunderbirds and James Bond's Aston Martin. The

campaign will also feature TV and radio executions.



The ads feature the line: "No exceptions. No excuses. No escape. Pay

your road tax." It is intended to show that new road tax cameras as well

as clamps will be used to catch road tax evaders.



In using the famous cars, the DVLA is making the point that it will make

no exceptions for non-payment.



Robert Tansey, a planner at D'Arcy, said: "People mistakenly think that

it's quite easy to get away with not paying their road tax but the

reality is that the DVLA is cracking down on all offenders."



The campaign was written and art directed by Matt Wheeler and David

Chidlow.



Photography was by Andy Earl. Media planning and buying is through

MediaVest.



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