DLKW rolls out Halifax work

Delaney Lund Knox Warren & Partners is introducing a girl band and a boy band alongside the Halifax Bank of Scotland's bespectacled employee, Howard Brown, to front its summer campaign.

The 60-second and 40-second commercials to promote the bank's range of personal loans break on 28 April and see Howard and colleagues take on a Bollywood theme.

In the campaign, Howard appears next to the band members, comprising Halifax colleagues, who continue the tradition of singing their own lyrics to the melody of a well-known song. In this case they used Liberty X's recent chart hit, Just A Little.

The ad was shot in Hyderabad, India, where many the Bollywood hits are filmed.

The latest burst of activity sees the bank swapping from the animated characters introduced in its last advertising push. However, Tom Knox, DLKW's deputy chief executive and managing partner, confirmed the bank's strategy is to alternate between the two treatments, with both to be used for future ads.

The campaign will be supported by national press activity, a direct mail-out and posters in branches.

The commercial was jointly written and art directed by Jane Marar and Jo Webb. It was directed by Tarsem through @radical.media. Media was planned and bought by BBJ Communications. The ITV-based media schedule will continue to target a broad audience.