Magazine article Marketing

ADWATCH: Abbey Promises to Turn Personal Banking Upside Down

Magazine article Marketing

ADWATCH: Abbey Promises to Turn Personal Banking Upside Down

Article excerpt

The bank is making clear that its abbey rebranding is more than just a cosmetic facelift, writes Sam Solley.

Abbey is demonstrating how it intends to transform the personal banking arena in an ad campaign coinciding with its relaunch, which includes a rebranding from the Abbey National name. The ad appears in this week's Adwatch table at number eight, with a recall of 54%.

In the 40-second execution, created by TBWA\London, a woman sits in a cafe while life goes on in the parade of shops outside. A large crane appears in the background, crashing through the roof of a bank, which is lifted from its foundations, and hauled out of shot. Life continues before the bank descends back into shot, but this time upside down.

A voiceover says: 'Something good is happening to banking.' The ad then introduces the four colours of the abbey brand identity and the campaign line 'Start a beautiful thing with money'.

The ad, which broke on September 24 and is running until November 16, is part of an estimated pounds 30m adspend behind abbey's relaunch. …

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