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.
This material is protected by copyright and, with the exception of fair use, may not be further copied, distributed or transmitted in any form or by any means.
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