TBWA uses Bob Mills to make the case for congestion charges

Transport for London is to launch a TV campaign by TBWA/London using the comedian Bob Mills to explain and justify to Londoners the introduction of congestion charges.

A series of three treatments have been developed using a mix of serious facts and comedy. The campaign will run from the end of this week until March next year. The charges come into force on 17 February 2003.

Creative will evolve to answer more detailed questions and issues that arise and will eventually focus closely on drivers.

In the first ad, called "launch", Mills enters a comedy club joking about being late because he was stuck in traffic. The crowd don't find the quip funny and he goes on to explain the basic facts of congestion charging and why the problem is no laughing matter.

The second spot features Mills in traffic in a kiddy car explaining how the roads of London move at the same average speed as in 1904.

The third execution sees Mills shaving and brushing his teeth in his pyjamas in a car on the way to work while explaining how people can pay their congestion charges online, by phone or over the counter.

The ads were art directed by John Anderson and written by Michael Burke.

Paul Weiland of The Paul Weiland Film Company directed the ads. Media is through PHD.

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