BBH uses Jackson to talk up Barclays

The Pulp Fiction star Samuel L Jackson talking about money forms the central idea in Bartle Bogle Hegarty's first brand campaign for Barclays.

The four 40-second spots, directed by Jonathan Glazer through Academy, concentrate on what bank customers focus on most - money - and move away from its former agency Leagas Delaney's "big campaign.

Jackson walks toward the camera, revealing how people talk about money in different ways. The campaign, which breaks on 31 May, uses the strapline: "Money speaks in many languages. Barclays understands them all."

In the "evil spot, Jackson says money itself is not evil, although character failings can make it so. "Tale reveals how consumers feel safer when they know who they are dealing with. "Sold focuses on the frustration felt when money issues are shrouded in secrecy, and "drama" shows how people often mistrust money advice.

The ads, written and art directed by Marc Hatfield and Pete Bradly, will be supported by a national poster and press burst, and the campaign was planned and bought by Starcom Motive.

Jackson was chosen because of his track record of performing engaging and powerful dialogue, according to the BBH director Steve Kershaw. The Barclays group marketing director, Simon Gulliford, said using him to present the bank's "fluent in finance message was the best way of focusing on what benefits it could offer. "We have always been deadly serious about money, as it is at the heart of the relationship we have with our customers, he said.