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.
