Halifax Promotes Its Human Side with Singing Staff Ad
Reynolds, Emma, Marketing
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 …
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Publication information: Article title: Halifax Promotes Its Human Side with Singing Staff Ad. Contributors: Reynolds, Emma - Author. Magazine title: Marketing. Publication date: February 8, 2001. Page number: 24. © 2003 Haymarket Business Publications Ltd. COPYRIGHT 2001 Gale Group.
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