The Electoral Commission: “WHAT!

For those who've been living under a rock for the past few months, the UK's next general election falls on 7 May 2015. What fewer people realise is you have to register by 20 April in order to vote. To tackle the issue, DLKW Lowe have gone all academic with a campaign based on 'loss aversion' - put simply, people are often more likely to be motivated by realising they may lose something. Directed by RSA Films' Paul Gay, the entertaining spot uses hidden cameras to capture the reactions of people being stopped doing everyday activities, from disgruntled joggers barred from a park to angry shoppers prevented from using a mall escalator.

For more election insights, don't miss our political advertising feature in the upcoming issue of shots 157.