Personal Finance: Banks Must Find Ways to Aid the Unbankable

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THE MOST depressing advertisement on television at the moment is the one featuring the comedian Jim Davidson promoting a particularly downmarket brand of motor finance.

From the outset there is no mistaking who Mr Davidson is addressing. "We won't ask any embarrassing questions," he cries, "it doesn't matter if you have had a CCJ." Mr Davidson not bothering to translate CCJ speaks volumes. A county court judgment is like tattooing "CAN'T PAY" on an offender's forehead, which would make borrowing extremely difficult.

The gaunt, haunted expressions of the firm's potential customers are supposed to light up in hope because the finance expects them to jump for joy …