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DVLA Road Tax: Crush.

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The campaign, produced by DLKW through COI, centres around the theme that there is ‘No Way Out for Car Tax Evaders’ and describes the on-road enforcement process, from clamping and towing to ultimately crushing your vehicle, that the DVLA can employ should you fail to pay.

Creative Commentary

The TV commercial sees a young man and his girlfriend return to their car on their way home from a night out. As he attempts to unlock his vehicle the car door suddenly crumples, which sets off a series of implosions as the car begins to crush itself. As this happens a voiceover tells us that that, if you don’t pay your car tax, the DVLA has the power to clamp, tow, or even crush your car. The ad culminates in the car being crushed to the size of a cube at the man’s feet whilst his stunned girlfriend looks on.
Credits Other credits

Editor: Struan Clay at Final Cut

Post-production: Colin Oaten, Glassworks

Audio post-production: Nigel Crowley, 750mph

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