The ad, voiced by Mirren, uses the strapline “the nation’s official website” and sees the celebrities pointing people towards the site with the line “I’d go direct, gov” for answers to all their queries.
Directgov hosts information on government services previously found on standalone sites and provides a single online access point for services and resources such as applying for a new driving licence and information on tax returns.
Mike Hoban, director of communications and engagement at Directgov, says the campaign aims to help the site become “famous and popular”, adding he wants Directgov to be “the first thing people think of when they think of Government services and something that you like”.
Directgov is also to launch an online poll titled “the nation’s official survey from the nation’s official website” next year that hopes to find the UK’s favourite things with the aim of boosting traffic to the site. For example, it will ask people what their favourite car is and link back to information on car tax.
The service also recently launched a travel news iPhone app that offers the latest on the roads and public transport across the UK.
The television campaign, which also stars actor Nick Moran and Christopher Biggins, was created by MCBD and breaks on 4 January.