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Zopa has positioned itself as the sensible loan provider for sensible people in a new TV ad created by Mr President. The 30-second spot is being trialled regionally in the UK before airing nationally in January 2014. The premise of the ad is that talking about money – and especially about loans – makes people uncomfortable. To get around this, the voiceover talks about Zopa’s 4.8 per cent representative APR "lambs" instead, with accompanying imagery of lambs in a field. The work was written by Jon Gledstone and Dave Martin, who also directed the spot.