ADVERTISING: Banks Get Personal

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Another week, another bank. It's that bad. "Financial services" - banks and building societies and insurance companies - absolutely litter the screen. And they're always trying to make themselves interesting in deeply non-credible ways: that's the desperate thing. For decades they've tried to be funny; later (the Nineties) they attempted to have Big Thoughts about the world and your life, or to be design sensitive and civilised.

But we know that banks at scale aren't like that. They can't be. They're built on systems, they have tight hierarchies. They don't breed interesting risk-takers and their employees don't dress well. Their products are, most of the time, very …