Electoral Commission ads remind people to register to vote

The Electoral Commission has launched a campaign to remind people to register to vote for May's General Election.

A TV ad for the campaign, called "what!", shows members of the public captured on hidden cameras and their reaction when they are told they cannot do something, for example use ketchup, a particular escalator or a park.

It was filmed on location with a mixture of actors. The deadline to register to vote is 20 April and the campaign aims to highlight that people who do not register will not be eligible to vote.

It is the first General Election where people can register to vote online, so the campaign by DLKW Lowe directs them to the website. There will also be activity on Facebook.

The campaign was created by Richard Prentice and Dave Adamson, with creative direction from Tony Hardcastle. Paul Gay directed it through RSA Films. MEC & Carat did the media planning and buying.

Michael Abbott, the head of campaigns at the Electoral Commission, said: ‘We don’t want anyone to be told ‘no’ on polling day, so we were keen for our campaign to make people sit up and take notice.

"We know that people can be more likely to take action if they think they’re going miss out, and DLKW Lowe have found a great way of bringing that feeling to life in an engaging way and encouraging visits to www.gov.uk/register-to-vote."