London's congestion charge recently increased from five pounds to eight pounds. To coincide with this upswing in daylight robbery, Toyota has begun advertising its Prius hybrid in central London, highlighting the fact that it is exempt from the charge with the slogan: "There's no C in Prius", with the distinctive congestion-charge symbol standing in for the capital-C.
It's a neat campaign, but the slab-sided, small-wheeled Prius still has a few hurdles to overcome in the popularity stakes.
As one wag put it, standing opposite the poster at Tottenham Court Road Tube station yesterday: "There's no C in butt ugly, either."