Magazine article Marketing

Halifax Promotes Its Human Side with Singing Staff Ad

Magazine article Marketing

Halifax Promotes Its Human Side with Singing Staff Ad

Article excerpt

The 'extra' message is the only familiar thing about Halifax's all-singing new ad.

Banks have become far better at brand-building ads than they once were. But high production values and celebrity endorsement haven't always been a guarantee of memorability.

The latest ad for Halifax, through Delaney Lund Knox Warren, uses a song and a single product message, and goes to the top of this week's Adwatch table, with 71% recall. It is the first time a bank ad has ever gone straight into Adwatch's number one slot.

The 60-second 'X Bomb' ad stars Howard Brown, a member of staff at Halifax's Sheldon branch. Singing to the tune of the Tom Jones hit Sex Bomb, Brown croons about his obsession with telling people about Halifax's new 4% interest rate current account.

As Brown moves forward through the ad, everything around him moves backward -- from horses to a group of people in a field, who form the familiar Halifax 'X' sign. The ad culminates with a voiceover saying, 'Halifax always gives you extra'.

The campaign is the first work for Halifax by DLKW, which won the [pound]25m account last September. The appointment ended Halifax's 12-year relationship with Bates UK, which created the 'Get a little X-tra help' strapline.

Tom Knox, managing partner at DLKW, says that the objective of the campaign is to position Halifax as a consumer champion on financial matters. …

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