The Government is about to launch a pounds 3 million campaign to encourage people to vote, a move that is likely to create uproar from the opposition parties.
Euro RSCG Wnek Gosper has created a campaign for the Home Office and COI Communications urging the electorate: 'If you don't vote, someone else will be speaking for you.'
The campaign is non-political and funded by the tax-payer to raise awareness of changes to the UK voting system. However, Labour historically performs better when there is a high turnout.
The two ads, which break later this month, urge voters to register before the local elections on 3 May, which is almost certainly when the general election will be held. They mention the new rolling registration system that allows voters to register to vote at any time in the year.
One 40-second ad features a middle-aged lady discussing her likes and dislikes. Out of her mouth come the words of a loud male cockney saying 'of a Saturday afternoon I'll catch the game, then it's down the Crown to neck a few pints with the lads'. The voiceover explains: 'If you don't vote someone else will be speaking for you.'
Chris Pinnington, the managing director of Euro RSCG, played down the possible accusations of bias in the campaign. He said: 'It is a complicated communications task to try and persuade people of the need to vote without risking political bias, but I think this campaign does it in a simple but memorable way.'
Graham Hooper, the Home Office's head of marketing communications, was unavailable for comment.
The campaign was written by Angus Wardlaw and art directed by Alexei Berwitz. It was directed by Tom Vaughan of HLA.