Abbey National takes Independent for a day

By EMMA HALL, campaignlive.co.uk, Friday, 19 December 1997 12:00AM

Abbey National is hijacking every advertising space in the Independent for a day and launching a major TV campaign as part of a pounds 10 million repositioning through Euro RSCG Wnek Gosper and TMD Carat.

Abbey National is hijacking every advertising space in the

Independent for a day and launching a major TV campaign as part of a

pounds 10 million repositioning through Euro RSCG Wnek Gosper and TMD

Carat.



The campaign aims to portray Abbey National as an organisation that

understands the role of financial services in the modern world and how

consumers feel about them.



For New Year’s Eve, TMD has brokered a deal to take over the

Independent’s ad space. Free copies of the newspaper will be distributed

in Abbey National branches. The front page of the issue will feature a

strip ad that reads: ’To make life less complicated there’s only one

advertiser in today’s Independent.’



The TV commercials star Alan Davies, the stand-up comedian who co-stars

with Caroline Quentin in the BBC drama series, Jonathan Creek. They

carry the endline: ’Because life’s complicated enough’, which will be

used on all Abbey National’s promotional material, including press and

radio ads.



The TV campaign kicks off on Boxing Day with a 60-second film which

shows how Abbey National is trying to take the stress out of banking. In

the ad, Alan Davies is cycling through a country village with his kitten

when he spies a quaint pub. He stops for refreshment, but when he goes

in he finds the pub is full of threatening, leather-clad bikers.



It looks as if he has made a bad mistake until one of the bikers

explains that, because Abbey National staff don’t take their lunch hour

when he does, he is not angry and aggressive any more.



’Because financial institutions and products can seem a little cold and

impersonal, a face can unify a lot of different and sometimes complex

messages. Alan Davies is perfect for this in that he manages to

personify a lateral view of life while at the same time striking a chord

with us all,’ Mark Wnek, the creative director of Euro RSCG, said.



The ads were created by Wnek, Nigel Rose and Dominic Gettins. They were

directed by John Lloyd through Limelight.



This article was first published on campaignlive.co.uk

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