MCBD unveils debut COI work via TV ads for Inland Revenue

Miles Calcraft Briginshaw Duffy makes its debut for COI Communications with a campaign for the Inland Revenue's self-assessment. The campaign replaces the familiar face of Mrs Doyle with Adam Hart-Davis from Tomorrow's World.

The campaign, written by Paul Briginshaw and art directed by Malcolm Duffy, urges people to complete their tax returns early and online. It reflects the Inland Revenue's intention to position itself as a more customer-focused organisation.

In the launch ad, called "abseil", we see Hart-Davis nervously looking down from the top of a tall building. He says: "Humans are often beset by irrational fears. I know the rope will hold me. But my nerves are still frayed."

The spot was directed by David Lodge through Outsider. Media planning is through Optimedia and the ongoing TV campaign is being supported by radio, press, outdoor and online activity. Subsequent TV ads will promote the benefits of online filing and draw attention to the 31 January deadline.

All the ads carry the new endline: "Tax doesn't have to be taxing."

Ian Schoolar, the Inland Revenue's director of marketing and communications, said: "MCBD has developed a strong campaign for us that I'm confident will get results."

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