Inland Revenue ads give warning on tax credit claim renewal

M&C Saatchi has created a campaign for the Inland Revenue, which urges people to renew their tax credit claims.

The campaign, which comprises a 30-second TV ad as well as press, radio and online work, reminds people that if they don't renew their claims by 30 September they will no longer receive tax credits.

The TV spot, which will air from 5 September, features a man attempting to return an application in a number of unusual and, ultimately, unsuccessful ways, such as via a message in a bottle or carrier pigeon. The ad has the endline: "You've earned it so make sure you renew your claim."

The supporting press campaign features the animals - pigeons and penguins - that appear in the TV work.

The campaign was planned by Naked. COI Communications' roster agencies Starcom Mediavest and MediaCom handled buying.

The TV ad was written by Jerry Gallaher and art directed by Clive Yaxley.

It was directed by Mark Denton through Blink. The press campaign was written and art directed by Adam Mandelstam and Tom Drew.

Marcus Peffers, the group account director at M&C, said: "It's vital that tax credits recipients understand what is required of them, so that they receive what they are entitled to. This campaign is designed to leave recipients in no doubt as to exactly what they need to do and by when."

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