Home Office aims to reduce car crime in virals from Profero

The Home Office has extended its campaign to cut car crime with three online viral ads developed by the digital communications agency Profero.

The ads are the latest creative executions following the Home Office's Don't Give Them an Easy Ride campaign developed by Rainey Kelly Campbell Roalfe/Y&R.

The ads use humour to show how vigilance can thwart opportunistic crime.

Each of the clips begins in the manner of a Home Office public announcement and features an opportunistic robber in an underground car park looking to break into a car. In one execution, a man in a gorilla suit leaps out of the car boot to stop him. In another, two sumo wrestlers jump him.

The ads will be sent out via third-party e-mail lists sourced by the digital media planning and buying agency i-level. COI Communications co-ordinated the campaign.

The copywriter was Chris Baylis and the art director was Jon Biggs at Profero. Direction was by Ed Robinson at the production company The Viral Factory.