The 30-second ad, called "cab", aims to increase voter turnout at the June 10 elections. It was shot as a single, choreographed take on Deptford High Street to capture a slice of London life. The ad follows a number of characters talking through megaphones, traditionally the preserve of politicians, to illustrate that election day is a day for ordinary people to get their voices heard.
It starts with a London cabbie telling his passenger what he would do if he had his say. The camera then pans along a street past a number of bystanders expressing their views through megaphones, as a Routemaster bus goes past covered in megaphones.
It then pans to a labourer coming out of his work tent with a megaphone in his hand. The final scene shows the entire street filled with Londoners using megaphones to make themselves heard.
Andrew Nye, head of communications at London Elects, said: "The key aim of the TV ad is to raise awareness of the elections so that Londoners can make an informed choice on June 10.
"The light-hearted approach does not dilute the important message that voting in these elections is the best way to have your say on issues that affect Londoners every day."
The campaign was created by the team of Steve Jones and Martin Loraine at DDB London and directed by Matthias Hoene through Partizan Midi Minuit. Media is through ZenithOptimedia.
The ad breaks on June 1 and will be shown on Carlton, Channel 4 and Five, with 10-second cutdowns being shown in the final days of the election period.
Frances Page, the DDB London account director on London Elects, said: "It's been really exciting to develop a campaign about something as important as encouraging Londoners to be part of the democratic process. We think this commercial will get people to stop and think about voting."
Londoners will be voting in Mayoral, local and European elections on June 10.
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