Bartle Bogle Hegarty signs Aniston for its first Barclaycard ad

Barclaycard has chosen the former Friends star Jennifer Aniston to front a new campaign, launching this June, while Gary Oldman and Donald Sutherland will replace Samuel L Jackson in Bartle Bogle Hegarty's "fluent in finance" ads for Barclays.

The decision represents an about-face from Barclays, which last October publicly rebuked BBH for its executive creative director John O'Keeffe's suggestion that it should drop Jackson.

The Barclaycard campaign, "the key", will be BBH's first work for the brand since it won the account from DDB London last October.

A source close to Barclaycard said the campaign would mark a repositioning of the credit card as "the key to funding life's ups and downs" and that Aniston was chosen to attract female customers.

The campaign will run both above and below the line, with three television commercials, print ads and a direct mail push introducing a new card, introductory offers and new products, moving Barclaycard into the wider lending market.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

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).