The campaign, called "We make changing easy", is designed to help people overcome apathy when it comes to sorting their finances out and move away from the company's previous focus on card safety.
Beginning on September 11 with TV, web, press and outdoor activity, the campaign will also be supported by DM, PR, and experiential marketing throughout the autumn.
Justin Basini, head of brand at Capital One, said: "Humour will play a central role in engaging audiences. We want to make people smile, take notice and tackle those changes they've been putting off. This campaign is about inspiring and motivating consumers to make the right decisions for themselves."
DDB London has developed the creative, which features the call to action "Ditch unwanted interest". One spot shows a woman whose boyfriend just will not let go and another shows a woodpecker pecking a man's head at an ever-increasing rate to illustrate the headache of increasing rates on financial products.
James Griffiths, who directed the ads, said: "With the TV executions, we were able to take the concept of crossed purposes a step further, using misdirection to invite viewers to re-appraise the dialogue on second viewing and share the humour."
WWAV Rapp Collins is handling the direct work. The below-the-line campaign features life coaches, relationship experts and comedians, who will reinforce the message that "Capital One champions positive change".
Lexis PR has been appointed to handle PR; digital and experiential agency Cunning will oversee the online work; and Starcom MediaVest has purchased the media.
An associated will be offering motivational coaching from the experts, as well as information on sponsored live events such as free lunchtime comedy acts.
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