Euro RSCG unveils second stage of Abbey rebranding

Euro RSCG Wnek Gosper is rolling out the second tranche of its rebranding campaign for Abbey National, now focusing on the bank's products and services.

The two TV spots, to break on 22 April, follow the bank's relaunch campaign last month, and also feature real customers talking about what would make their lives easier.

The first supports the accessibility of the bank's current account and shows a man trying to put up a tent, using a number of unsuitable items to bang in the pegs because he cannot find a mallet. The voiceover explains how customers can access the account using the internet, their branch, the phone or interactive TV.

The second shows a woman in a shoe shop being sold a pair of shoes that are clearly too large. Other executions are set to roll out throughout the year, each depicting a different product.

The media was planned and bought by Carat, and the spots will run for four months on ITV, Channel 4 and all major satellite channels.

Carat's client services director, Neil Jones, said: "Abbey National wanted to re-establish its position as an uncomplicated bank, and the creative work gets that across in a simple way. TV is the medium that can best change hearts and minds."

Euro RSCG's deputy managing director, Adam Leigh, said: "These ads showcase in a simple and humorous way that Abbey National products are designed to make people's lives easier."

The ads were written by Mark Wnek and art directed by Olly Caporn, who also directed them through MPC.

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