The above-the-line activity has been created by Delaney Lund Knox Warren & Partners, with online and DM division DLKW Dialogue producing the below-the-line work.
The theme of the campaign is communicated by the strapline "Fast, effective relief" -- a parody of ads for headache cures. The artwork shows an image of M6-branded medicine to depict the toll as a cure for the congestion that has dogged the motorway in the past.
The campaign's centerpiece is a billboard on the M6 by the toll's site at Fort Dunlop to act as a teaser for drivers stuck in traffic.
This is to be backed by a mailing at the end of this month to decision makers in companies with HGV or van fleets, followed by an email drive and then a second mailing.
The DM pack comprises a large, oval-shaped stress-ball in the format of an ibuprofen tablet.
It comes in a "Fast Aid" box, which carries two routes for drivers on the inside of the lid -- the fast, quick toll route that you pay for, or free traffic jams. The idea of the stress ball is that it can be put on the dashboard and crushed in times of stress.
Greg Delaney, chairman of DLKW, said: "This is a unique opportunity to market Britain's first ever tolled motorway. We'll really be bringing the message home that a practical alternative to the congestion and stress of the M6 is coming."
The campaign was planned and bought by Starcom Motive.
The M6 is one of the most congested motorways in Europe. According to the Department for Transport, the road carries more than twice the 72,000 vehicles it was designed for when it was built 30 years ago, and in some stretches the average speed is just 17mph.
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