Barclays is standing by its ’big’ positioning in its latest TV
work, despite the barrage of criticism it has received for running the
campaign while announcing the closure of many local branches.
The new commercial, which stars Robbie Coltrane, supports the bank’s
online offer. It is the fourth ad in the series using the new endline:
’A big world needs a big bank.’
It aims to position Barclays as the expert and innovator in the online
In the 60-second ad, Coltrane talks about the internet and its
He then continues to demonstrate the benefits of online banking such as
paying your bills ’in the middle of the night in your jim jams’.
He describes banking on the internet as being a liberating experience
and explains how people will no longer be slaves to the system. ’We’re
all bank managers now,’ he says.
The film was written by Ros Sinclair and Tom Hudson and art directed by
Sean Thompson. It was directed by Tony Scott through RSA. Media planning
and buying is through MediaVest.
David Radford, the marketing communications director at Barclays,
commented: ’This commercial highlights the benefits of a market-leading
’It also reflects that, while we are seriously good at online banking,
we don’t take ourselves too seriously.’