Lucky the dog and the "That's more than lucky" line have been abandoned in More Th>n's new-look campaign. The work, the first from Fallon since it won the account last year, introduces the idea that the financial services company does more than its competitors. The campaign focuses on people appreciating a return to normal life thanks to More Th>n. It launches with a 40-second film featuring a series of vignettes where people are enjoying moments of normality. These include a girl singing in her car, a man chopping down a tree and somebody asleep on a bed with their dog. Text reads: "Normal's great. That's why we do more to get it back." The ad ends with the new line: "More Th>n. We do more.

This article was first published on Campaign Work

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