Sharing 15th place with Abbey National in Adwatch this week, Barclays' TV ad aims to be thought-provoking and focus on what is most important to customers: money. The first ad in the series, 'Tale', was recalled by 47%.
Bartle Bogle Hegarty created four executions for the 'fluent in finance' campaign: 'Tale', 'Sold', 'Evil' and 'Drama'. This is the first major work the agency has done for the brand since it won the account without a pitch in August 2001.
Each of the ad features Jackson speaking about money. In 'Tale', his character walks toward the camera recounting a story. The tale starts as "this little piggy went to market and ends "the moral of the story is, don't go to market unless you know who you're dealing with".
In 'Evil', Jackson starts by discussing whether money is the root of all evil - or whether it is in fact the love of money. 'Drama' features recitals of Shakespeare and includes the strapline 'Money speaks in many languages. Barclays understands them all'.
Simon Gulliford, Barclays' top marketer, has hit out at rivals' approaches to advertising (Marketing, May 29) and called Lloyds TSB's recent work starring Joely Richardson and John Thompson 'fluff and candy stuff'.
Gulliford says: "Barclays is very aware that in the UK people are highly advertising-literate as well as sophisticated about their banking needs. Our approach has therefore been deliberately thought-provoking, not hand holding."
Barclays recruited Jackson as an engaging character who could trigger debate about money.
Barclays previous ad campaign, created by Leagas Delaney proved a PR disaster. The campaign, which ran with the strapline 'A big world needs a big bank' ran at the same time as it announced the closure of smaller branches.
'Tale' and 'Sold' broke on May 31. 'Drama' is due to air this week. Media is through Starcom Motive.
_1.jpg)
.jpg)
