Magazine article Marketing

Adwatch 28.10.09: Barclays

Magazine article Marketing

Adwatch 28.10.09: Barclays

Article excerpt

Saving-themed ad misses a clear opportunity to adopt an industry leadership position.

I bank with Barclays. This is not because it offers a particularly natty brand of customer service or is really skilled at turning my meagre coppers into bundles of pretty green.

No, I bank with Barclays primarily because, when I was a student, it was considered wrong to do so. I'm a bit like that. I nosed the brie last week for exactly the same reason. Something to do with being the youngest child, I suspect.

Anyway, because I bank with Barclays, I keep a particularly keen eye on what it's doing. It sort of makes sense to do so. I've seen it go 'Big' through Anthony Hopkins, 'Fluent' through Samuel L Jackson and, more recently, 'Small' through Stephen Merchant - a kind of banking Benjamin Button, methinks. However, let's not confuse 'small' with a paucity of ambition or a lack of vision; far from it.

If this spot is anything to go by, Barclays has clearly taken it upon itself to drop the smoke and mirrors, hyperbole and patronising tones of the past to single-handedly reposition banking. It has reinvented savings, for a start. Basically, 'new savings' goes something like this: you put your savings into Barclays and, if you promise not to touch it for a year or two, it guarantees there will be a fixed-term return waiting for you when you decide to take it out - about 2.25%, in fact. Cor blimey, that is new. Savings that give you a small return if you leave it long enough? …

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.