Clampy helps DVLA tackle tax evasion

The Driver and Vehicle Licensing Agency (DVLA) has launched its first campaign with AMV BBDO to highlight the consequences of failing to tax vehicles. Central to the effort is Clampy, a humorous character inspired by the DVLA’s iconic wheel clamp.

The campaign includes two 20-second films. In one, Clampy sticks to John’s car and faces the misadventures of a passing dog. In the other, Clampy misses his son’s birthday after Leanne forgets to tax her vehicle. Both films end with frustrated vehicle owners spotting the clamp, playfully illustrating the disruptive reality of evading or forgetting vehicle tax.

Clampy campaign rolls out across multiple channels

Directed by Florence Poppy Deary through Biscuit, the campaign runs across social media, including Meta and Reddit, YouTube and other online video platforms, out-of-home displays, and audio, continuing until 31 March.

Daniel Wood, Head of External Communications, DVLA: "This campaign brings a key enforcement route, clamping, to life in a relatable way. Most motorists tax on time, but when they don't, the consequences can be significant, including having their vehicle clamped. The campaign highlights how quick and easy it is to tax your vehicle online - and paying by Direct Debit can help motorists stay on top of renewals and avoid meeting Clampy."

Ben Edwards, Executive Creative Director at AMV BBDO: "We're hugely proud that Clampy is our first campaign for the DVLA. Every person he's met along the creative gauntlet has added something to him, until he became this funny, strange, slightly sad character we all feel incredibly fond of. Hopefully, everyone who sees him out and about feels the same as us and that he makes people think twice about risking not taxing their vehicle, and acts as a gentle reminder for those likely to forget."

dvladigital.blog.gov.uk

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