Magazine article Marketing

Adwatch: Halifax - 'Howard Brown'

Magazine article Marketing

Adwatch: Halifax - 'Howard Brown'

Article excerpt

I love the Halifax ads. They cheer me up every time I see one on television. They cheer me up because I love that little guy Howard Brown.

He is one of the best, most inspired and most unexpected advertising decisions I have seen in a long time. I take my hat off to the people who had the guts to go with him.

Who would have thought three years ago when Howard first stumbled his way through a Halifax advert that he had such potential?

Then he was a little guy with bottle-bottomed glasses. He could sing, but he sang like a bloke in church, not like a megastar. He was verging on the total nerd. He wasn't your standard building society spokesman. And of course, back then Howard was real. A real employee from a real Halifax branch, not the animated character we see today.

But between them, the clients and ad agency saw Howard's potential. They picked Howard up, animated him, celebrated his nerdiness, poured squillions of advertising pounds into him, and turned him into what he is now. …

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