The 'No Way Out' TV ad focused on forcing the disorganised and the wilfully neglectful to face up to the implications of evading car tax. For visual power and to strengthen the message, the creative execution centred on the ultimate penalty: having your car crushed. We chose to act out a literal demonstration of this punishment to prove that not only are the DVLA very serious, but also to pose the question to every driver: how they would feel if they lost their beloved car?