- Comedian Billy Connolly has been dropped as the public face of Goldfish after three years as the credit card brand's frontman.
Instead, the latest campaign -- created by TBWA GGT Simons Palmer -- evokes a fictional world in which none of the incentives offered to Goldfish users are of any use.
Shot in the lunar landscape of Lanzarote's National Trust Park, the ad opens on a series of shots of people living an alternative lifestyle. "Out here," says one, "we have no need for money off our British Gas bills as we have no gas or electricity."
"And we have no need for savings on our BT phone bills because we have no telephone," adds another.
Continuing the surreal feel of the commercial, the scene cuts to a series of baths filled with water and laid out in rows on the volcanic landscape. One of its occupants adds that they have no need for vouchers to get money off goods from Marks & Spencer or Boots, either, since they are self-sufficient.
"But we do have goldfish, because they are simple creatures," his compatriot continues, as the scene moves to a tank of serene fish. "You'll be surprised what you can do with a Goldfish," concludes the voiceover.
Breaking on Channel 4 on 7 May, the commercial was created by Jason Fretwell and Greg Milbourne at TBWA. Rob Sanders of Helen Langridge & Associates directed the commercials, which include two 50-second versions and three 10 second ads. Media planning and buying is through Manning Gottlieb Media.
The TV advertising will be supported in the national press, and by a multi-million pound direct mail campaign through DP&A.
Account director Danny Josephs said that Connolly -- who helped launch the British Gas sister brand in 199? -- had been dropped because the time was right to move away from personality advertising. "The brand is Goldfish, not Billy Connolly," he explained.
Trevor Beattie, creative director at TBWA, said: "Goldfish is unique and always has been. It was a fabulously original notion. It's important that the advertising always reflects this. Our new campaign is deliberately cool, oblique, sophisticated, but with tongue very firmly in cheek."