A vehicle display control apparatus mounted on a vehicle includes a display control portion that controls a head-up display device displaying an image by superimposing the image on a view visible to a driver of the vehicle through a windshield of the vehicle, and a condition determination portion that determines whether a condition under which the vehicle should slow down is satisfied. The display control portion causes, based on a determination of the condition determination portion that the condition is satisfied, the head-up display device to display an object that does not actually exist on a road under circumstances where the condition is satisfied, as an illusion image that produces an optical illusion appearing that a road surface viewed from the driver flows faster than an actual speed in an opposite direction to a travel direction by superimposing the illusion image on the view.