Magazine article Marketing

Helping Hand Ad Focuses on Halifax's Community Role

Magazine article Marketing

Helping Hand Ad Focuses on Halifax's Community Role

Article excerpt

Halifax's new ad highlights how it can touch millions of lives with a single piece of advice.

The latest Halifax ad has reached number ten in Adwatch, with 65% recall. Created by Bates UK, the 60-second ad focuses on the ways in which Halifax helps people get on with their lives.

The commercial opens with Perry, the cinema projectionist, talking on the phone to a man from the Halifax, who is helping him pay off his credit card.

The ad shows how this helping hand generates a chain reaction, and people's good fortunes have a positive effect on others throughout the community.

These people include a limousine hire firm, a wedding party, a photographer, a male model, a stuntman and a barber, as well as more well-known faces -- Mr Gilbert, the wigmaker from the BBC's docu-soap Paddington Green, and actor Charles Dance. The ad carries the familiar 'Get a little extra help' strapline, and a version of The Beatles song Help is played throughout.

Adam Leigh, deputy managing director at Bates UK, says: "Our first objective was to contemporise the Halifax advertising and move away from the established 'people' campaign, which showed hundreds of people forming a house and a bridge. …

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