Everyday, unavoidable aspects of motoring, such as carrying a driving licence, buying a tax disc and re-fuelling, were parodied to highlight the fact that although there is little freedom in motoring, there is one area in which you can express your individuality - through your choice of car.

"Jump" press promotion with tip-on: 2.3% response rate."Tax Disc" insert: 0.21% response rate."Driving Licence" direct mail: 9.5% to warm prospects, 1.8% to cold prospects.