Co-Op Bank launches 'good to be different' position with guerrilla gardener ad

The Co-operative Bank introduces audiences to a couple of guerrilla gardeners in the launch ad for its new "it's good to be different" campaign.

The new ad, which was created by Leo Burnett London, will first air on ITV1 at 7:45pm on Wednesday 2 March, during the break for Coronation Street.

The spot opens on a real Co-operative Bank customer, Richard Reynolds, who lives in London's Elephant and Castle with his wife and child. Reynolds is a guerrilla gardener who spruces up some of the area’s drabbest communal spots out of a sense of civic duty.

The ad introduces Co-operative Bank’s new "it’s good to be different" position and advertises its new Everyday Rewards incentive scheme, which was created as part of the bank’s expanded ethical policy.

Co-operative Bank’s new ethical policy was launched in January 2015 in a bid to put the institution on the front foot after scandals and huge losses drove away tens of thousands of customers.

Alastair Pegg, the Co-operative Bank’s marketing director, said: "We know our customers see us as a different sort of bank and, from listening to both them and those who might be interested in joining us, it’s clear we have an opportunity to highlight the values and ethics which distinguish us to a wider audience on an everyday basis.

"This new approach allows us to stand out with a vibrant and distinct slant, we know that our customers expect a high standard from us and we are rising to that challenge.

"The campaign celebrates real people who are different and who do things differently in a positive way. Richard is a customer of ours and really embodies that it’s good to be different."

The new ad was created by Blake Waters and Steve Robertson, and directed by John Dower through Pulse. Rocket handled the media planning and buying.

The Co-operative Group (which does not include the bank) is in the middle of reviewing its creative advertising business. Leo Burnett London is re-pitching for the account and is in competition with MullenLowe London, Ogilvy & Mather and WCRS.

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