The campaign, composed of three executions, is the first by Bartle Bogle Hegarty since it won the account from DDB London in October. It positions the brand as "the key" to funding new experiences.
In the first spot, a 60-second execution, Aniston is shown escaping the clutches of men who are hounding her in different situations. She opens with the line: "Sometimes guys are too much. Maybe I just need to get away."
Two 30-second spots follow. The first shows Aniston trying her hand at beekeeping. However, her beekeeping suit is too thin and she asks if she can buy a new one.
The final 30-second execution opens with Aniston asking what happened to doing the things in life you really want to do. She attends a pottery class, which she pays for with her Barclaycard.
Each execution ends with a voiceover saying: "Open doors with a Barclaycard. The key." The ads aim to appeal to a wide audience and run across national terrestrial and cable and digital TV channels.
In a media strategy devised by Starcom Motive, the first spot will run for two weeks.
The campaign was written by Alex Grieve and art directed by Adrian Rossi.
The ads were directed by Bryan Buckley through The Mill.