The ads are the latest creative executions following the Home Office's Don't Give Them an Easy Ride campaign developed by Rainey Kelly Campbell Roalfe/Y&R.
The ads use humour to show how vigilance can thwart opportunistic crime.
Each of the clips begins in the manner of a Home Office public announcement and features an opportunistic robber in an underground car park looking to break into a car. In one execution, a man in a gorilla suit leaps out of the car boot to stop him. In another, two sumo wrestlers jump him.
The ads will be sent out via third-party e-mail lists sourced by the digital media planning and buying agency i-level. COI Communications co-ordinated the campaign.
The copywriter was Chris Baylis and the art director was Jon Biggs at Profero. Direction was by Ed Robinson at the production company The Viral Factory.
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