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DVLA ‘Car Thoughts’ advert

Agency: DLKW

Client: DVLA/COI

The DVLA has launched a new campaign on vehicle tax and driving licence services.

Created by DLKW - who have held the COI account since an initial pitch in 2003 - the TV and radio campaign encourages vehicle owners to renew their vehicle tax on time via the DVLA’s online or phone channels.

An execution airing at the start of each month demonstrates the convenience of these electronic channels whilst a second TV spot is supported by radio at the end of the month to communicate a more urgent reminder that time is running out, driving motorists to renew rather than face penalties.

A radio and print campaign also communicates driving licence messages, encouraging drivers to keep their details up to date and communicating the ease of the DVLA’s new online services.

The campaign uses cars to communicate messages to their owners in the form of their “thoughts”.

Starting from the insight that drivers often have a relationship with their cars, the ads allow the vehicles to air their perspective and remind their owners of their responsibilities towards them.

Three TV ads were directed by The Vikings whilst a range of print executions were shot by Henrik Knudsen. The campaign launches this month on national TV, radio and in press.

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