"Getting people motivated to complete their tax returns is not an easy brief - but this ad is not the way to do it. Two wooden actors setting up a date in an office kitchen are interrupted by the appearance of Moira Stuart telling us, newsreader-style, that the real date to remember is ... I can't remember. And I only just watched it. Enough said."
This year's tax returns campaign from HM Revenue & Customs, created by Miles Calcraft Briginshaw Duffy, leaves Larissa Vince entirely cold: