Magazine article Marketing

Halifax Ad Sticks with Winning 'Staff Singing Pop' Formula: Halifax Brings Back Howard Brown, Its Powerful Branding Device, to Take on High Street Competitors. (Adwatch)

Magazine article Marketing

Halifax Ad Sticks with Winning 'Staff Singing Pop' Formula: Halifax Brings Back Howard Brown, Its Powerful Branding Device, to Take on High Street Competitors. (Adwatch)

Article excerpt

Halifax has gone straight to Adwatch's number one slot for the second time in 12 months, with a new creative execution starring employee Howard Brown.

Of those surveyed, 77% recalled the latest spot by Delaney Lund Knox Warren (DLKW), in which Halifax promotes its current account's benefits over other brands using Brown singing Shaggy's Angel.

The ad begins with an introduction from a Dolphin that -- in reggae style -- says, "Ladies and gentleman, Howard from the Halifax." We then see the charismatic Brown fly over skyscrapers, forests, sands, oceans, bridges and mountains mounted on a giant swan. He sings away, informing customers about Halifax's high-interest current account.

A voiceover at the end of the ad says: "Change to the current account that pays 20% more interest than all these banks." Howard then holds up a sign that lists some of its rivals.

Tom Knox, managing partner at DLKW, said the creative aims to combat the low levels of interest and awareness that ads for the financial sector receive.

Howard made his debut appearance for Halifax in December 2000 singing Tom Jones and Mousse T's Sex Bomb. …

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