DVLA brings in ‘Clampy’ in AMV car tax evasion debut

The DVLA is tackling vehicle tax evasion with a new campaign by AMV BBDO, which marks the agency’s first work since being appointed last year.

The activity introduces a new character “Clampy”, inspired by one of the DVLA’s most recognisable enforcement tools, the wheel clamp, in two 20-second films that speak directly to vehicle owners who have failed to tax their vehicles.

In the first film, Clampy bemoans John for attempting to dodge taxing his car. Chancing it, leaves Clampy stuck to John’s vehicle and in the firing line of a passing dog that cocks its leg. Clampy’s troubles don’t stop there. In the second film, he misses his son’s birthday party after absent-minded Leanne forgets to tax her vehicle.

Both films end with the car owner coming into view and sighing with frustration when they spot the clamp, playfully dramatising the disruptive reality of forgetting or dodging vehicle tax.

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, and audio until March 31.

DVLA head of external communications Daniel Wood said: “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.”

AMV BBDO executive creative director Ben Edwards added: “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.”

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