Angus Deayton fronts BMP Barclaycard ads

Angus Deayton, the sharp-witted TV personality, becomes the new face of Barclaycard this week as part of a pounds 6 million advertising blitz by the market-leading credit card.

Angus Deayton, the sharp-witted TV personality, becomes the new

face of Barclaycard this week as part of a pounds 6 million advertising

blitz by the market-leading credit card.



The new campaign, based around two 50-second TV ads by BMP DDB, marks a

return to the style of Barclaycard’s long-running campaign starring

Rowan Atkinson.



Deayton’s wry style has been employed to help Barclaycard achieve

greater impact in the crowded credit card market. The new work retains

the ’One card. A million uses’ line and develops the same strategy that

won BMP the repitch for the pounds 15 million business last year.



In the first spot - set in an internet cafe - Deayton compares the World

Wide Web to a shop where you can buy absolutely anything.



He begins: ’Aah ... the internet. God’s way of telling you you should

get out more often,’ but goes on to explain that Barclaycard guarantees

against fraud on the net.



It is so easy to buy online with Barclays that he concludes: ’This

internet thing’s a lot of fuss about nothing. Still, at least it allows

you to go shopping when it’s raining. A bit like an umbrella

really.’



The second ad has a travel theme and is shot in an airport. Deayton

reveals: ’I travel light. Passport. Toothbrush. Barclaycard’, and

suggests that we think of Barclaycard as an ’international passport to

holiday pleasure’.



At this point, customs officers are laughing at his photo and, as

Deayton snatches back his passport, he warns: ’Without the hilarious

student photograph, obviously.’



Both executions were written by BMP’s creative director, Larry Barker,

and directed by John Lloyd at Spectre, who also made the first two Rowan

Atkinson commercials. Media buying is through OMD.