HMRC "Tax credit renewals" by Adam & Eve/DDB

Tax credit renewals have never been this cute.

HM Revenue & Customs has thrown the "never work with animals or children" rule out the window with its adorable new ad, encouraging the British public to renew its tax credits by 31 July. Adam & Eve/DDB set out to create an "unforgettable reminder" for customers, filled to the brim with babies in onesies, ducklings and the odd air siren, for good measure. Unforgettable? Maybe not, but not bad for an ad about taxes.