The 30-second TV ad, which was created by BBH London, is fronted by a trustworthy looking, suited man, who tells viewers: "Hello. I’m David, from Barclays." A disembodied voice interjects: "He’s lying."
So-called David goes on to tell viewers: "I’m currently in the process of upgrading your account" and "I just need your full password", assertions disputed by the voice of Barclays, who warns it is a scam.
The camera ultimately pans right and reveals a Barclays staff member standing in the background behind ‘David’.
The ad includes a call-to-action driving consumers to Barclays’ fraud support website, while its launch coincides with a partnership with Get Safe Online, whose ad is running parallel to the Barclays commercial.
Claire Hilton, Barclays' marketing director for personal and corporate banking, said: "We are proud to be the first bank to commit our pledge to protecting our customers against the dangers of fraud to a TV advert and hope this advert reaches those who could potentially fall foul of deceptive scams."
The TV work will be supported by social activity planned and implemented by Redwood, that aims to encourage consumers to visit Barclays fraud advice portal.
Media for the ad was planned and bought by Maxus.
Agency: BBH London