MyPlates encourage women to ‘man proof’ their cars with ‘Le Chic’ range of plates

Personalised number plates company MyPlates is targeting women in its latest campaign which promotes the new “Le Chic” range.

Created by Custom Creative, the campaign encourages women to “Man proof” their cars with plates from the new “Le Chic” range which includes pink plates and plates with images of shoes on them.

The series of TV ads, directed by Fiona McGee of GoodOil Films, looks at why women need to man proof their cars.

MyPlates manager of marketing strategy & planner Paddy Douneen said: “The new Le Chic range of number plates aren’t designed to appeal to men, and this campaign highlights that in a tongue-in-cheek way.”

Complementing the four TV ads is a campaign website, developed by Drifter, which showcases why women should man proof their cars, allows women to send the men in their lives a warning before man proofing and provides other MyPlates designs for those women not quite ready to manproof.


  • Client: MyPlates
  • CEO: Daryl Head
  • Manager, Marketing Strategy & Planning: Paddy Douneen
  • Marketing Manager: Zoe Moore
  • Agency: Custom Creative
  • Creatives: Steve Schenko, Dustin Lane
  • Agency Producer: Wendy Gillies
  • Production Company: GoodOil Films
  • Director: Fiona McGee
  • Producer: Claire Richards
  • Edit: Bernard Garry @ The Editors
  • Post production: The Editors
  • Audio production: Sound Reservoir
  • Website: Drifter
  • Media: Sutherland Media Services

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