The mainstay of the initiative will be three new 40-second television executions through Bartle Bogle Hegarty, which feature Jackson delivering one of his trademark convoluted monologues. All three ads were directed by RSA's Ridley Scott.
In an attempt to achieve greater synergy between the TV executions and the accompanying campaign material, the end segment of each commercial will form the basis both for the 20-second cut downs, and the press and poster work.
In the first ad, "pen", Jackson soliloquises about the subjectivity of value. This theme is expanded in the end sequence, cut downs and print work to incorporate the merits of the Barclays Open Plan account.
In "flow", Jackson discusses how money is constantly on the move as he walks down a spiral ramp. In the third ad, "glove", designed to promote Barclays' stock-broking services, the actor talks about being in the right place at the right time, with the point being that good investment is all about timing.
Press work accompanying the TV executions will appear in national newspapers and selected business titles. There will also be a limited poster campaign and the print executions will be used in branches of Barclays.
The BBH group director, Steve Kershaw, said: "When you consider how many branches a company like Barclays has, we consider in-store to be a serious media opportunity. Unfortunately, because of lack of co-ordination, it's one that many agencies miss."
The three commercials were written by Pete Bradly and art directed by Marc Hatfield. Media planning and buying was handled by Starcom Motive.
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