Magazine article Marketing

Adwatch: Barclaycard - 'Expensive Vase'

Magazine article Marketing

Adwatch: Barclaycard - 'Expensive Vase'

Article excerpt

There is something endearing about the Jennifer Saunders Barclaycard commercial. It is simple and clear, and the use of a celebrity makes it comfortable. But that is the problem - it is too comfortable and too expected.

We are not surprised by Saunders' outbursts of irrational angst - she has built a career on it. So as soon as we see her, we have an expectation that she will entertain us with her erratic behaviour. And, as we are already aware that she is a nice person and not a bunny boiler, we also know it is not going to be scary. There is something too safe about it all, and I just can't help feeling it's a bit lazy to pick light-entertainment's favourite flake as the vehicle. That's a pity, because it is a great strategy.

In an increasingly uncertain, worried world, especially when it comes to money, the 'Barclaycalm' line is a masterstroke, and using security and insurance as lead features is smart.

Get people to consider you as a leader in protection and the rest will follow. This ad addresses issues that really are on people's minds, and doesn't just try to make them spend, spend, spend. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.