Archibald Ingall Stretton creates debut MBNA credit card TV work

Archibald Ingall Stretton has created its first television work for the credit card company MBNA since winning the TV account from J. Walter Thompson.

The campaign promotes the MBNA Platinum Plus Credit Card and focuses on how the small things in life can make a big difference.

By featuring items such as ball bearings, it aims to show how important they are to the mechanics of a racing car.

One execution shows the relationship between a solderer and a television set, while a voiceover explains how vital this relationship is to making a TV work. As this happens the screen goes dark, as if the TV set has broken. However, the MBNA credit card helps the set to work again. It closes with the line: "We've always been big on the little things."

The media schedule has been planned and bought by MindShare and includes Sky, Channel 4, Channel 5, GMTV and interactive digital sales channels.

The campaign was written by Neil Harris and art directed by Richard Gorton-Lee. It was directed by Phil Jude through The Business.

Archibald Ingall Stretton already handles the majority of the direct marketing account for MBNA, although the company is currently holding a pitch for activity to support its product range.

David Swift, MBNA's head of cards marketing, said: "Part of the MBNA attitude is our single-minded commitment and constant attention to the importance of each customer. Archibald Ingall Stretton has done an excellent job in portraying this aspect of our personality within a response-driven commercial."

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).