There's actually very little freedom in motoring - we all carry the same licence, the same fuel, observe the speed limiits. So we created a faithfully observed parody of a tax disc with the line 'You have to pay the same road tax as everyone else. But you don't have to drive the same car'.

As this piece was a follow-up communication, it played an important part in the campaign's overall result of a £140 cost per sale.