By Mark Sweney, campaignlive.co.uk, Friday, 27 February 2004 12:00AM
The spot, developed by Delaney Lund Knox Warren & Partners, features staff singing the altered lyrics "we are saving". It aims to promote the 6 per cent rate of interest available on the Regular Saver product, designed to encourage more people to save a portion of their income.
The ad continues to use real staff from Halifax branches, including the now-famous Howard. The staff are shown preparing a Halifax branch to set sail.
Howard appears in a cameo role with a female colleague at the end of the spot in a take on the "king of the world" bow scene from the film Titanic.
The TV ad was written and art directed by the executive creative directors, Malcolm Green and Gary Betts. It was directed by Simon Green through Large Corp.
Vizeum, responsible for Halifax's media planning and buying, has secured 9.15pm slots this Sunday on ITV, Channel 4, five and all Sky channels.
The launch will also be supported by a poster, including building wraps in key areas, press, direct marketing and a public relations campaign.
There will also be in-branch activity. DLKW Dialogue, the agency's digital and direct division, has also developed an online campaign.
Tim Male, Halifax Bank of Scotland's head of advertising and media, said: "We have a big product launch which needed a big idea to support it and DLKW have delivered. The commercial has taken the campaign to another level and reinforces the fact that colleagues are at the core of our campaign idea."
DLKW launched its Halifax ads featuring Howard in 2001 with a 60-second spot using Tom Jones' song Sex Bomb. It was reworked as "X-bomb" to signify Halifax's X-shaped brand symbol.
This article was first published on campaignlive.co.uk