Halifax Promotes Its Human Side with Singing Staff Ad

Article excerpt

The 'extra' message is the only familiar thing about Halifax's all-singing new ad.

Banks have become far better at brand-building ads than they once were. But high production values and celebrity endorsement haven't always been a guarantee of memorability.

The latest ad for Halifax, through Delaney Lund Knox Warren, uses a song and a single product message, and goes to the top of this week's Adwatch table, with 71% recall. It is the first time a bank ad has ever gone straight into Adwatch's number one slot.

The 60-second 'X Bomb' ad stars Howard Brown, a member of staff at Halifax's Sheldon branch. Singing to the tune of the Tom Jones hit Sex Bomb, Brown croons about his obsession with telling people about Halifax's new 4% interest rate current account.

As Brown moves forward through the ad, everything around him moves backward -- from horses to a group of people in a field, who form the familiar Halifax 'X' sign. The ad culminates with a voiceover saying, 'Halifax always gives you extra'.

The campaign is the first work for Halifax by DLKW, which won the [pound]25m account last September. The appointment ended Halifax's 12-year relationship with Bates UK, which created the 'Get a little X-tra help' strapline.

Tom Knox, managing partner at DLKW, says that the objective of the campaign is to position Halifax as a consumer champion on financial matters. …