The idea taps into characteristic student behaviour, by celebrating their imaginative excuses, before hitting them with the devastating truth in the final line ‘We love your excuses, we use them as evidence.’ These ambient executions were developed for new students arriving at university. They were used in student accommodation (Halls of Residence) and at fresher's fairs. They project students directly into a situation where they are being held to account by an enforcement officer, and facing the unpleasant legal consequences of one simple fact – that there’s no excuse for watching TV without a licence.

This has been TV Licensing's most successful campaign to students. It follows on from four years of continuing improvement in licence sales to students. This year's uplift on 14% on last years figures means that there are now more students then ever before who have a TV Licence.