First Direct celebrates ten years with new ad

First Direct is launching a three-minute commercial to celebrate its tenth birthday next month and has brought in Drum PHD and the independent television production group, GMG Endemol, to create the pounds 1 million campaign.

First Direct is launching a three-minute commercial to celebrate

its tenth birthday next month and has brought in Drum PHD and the

independent television production group, GMG Endemol, to create the

pounds 1 million campaign.



The ad marks a decade of First Direct and encapsulates its proposition

for the new millennium, ’what’s next ...’. It includes vox-pops of

people describing how they think life will be different in the future. A

second theme running through the ad is of an harassed woman who finds

juggling work and home life easier with First Direct.



The ad was commissioned by Drum PHD, the sponsorship and

programme-making arm of First Direct’s media agency, New PHD. Drum

commissioned GMG Endemol’s production arm, Initial, to design and

produce the ad, which was directed by the documentaries maker, Fisher

Dilke.



First Direct’s creative agency of record, WCRS, was not involved in the

campaign.



The spot is part of a major promotion designed to coincide with First

Direct’s tenth birthday, including sponsorship of an evening on Film

Four.



First Direct is offering Film Four free to all cable and satellite homes

on 1 October with a potential audience of 20 million viewers. Existing

First Direct customers will have free access to the channel for the

whole month.



The ad will run in conjunction with sponsorship credits on Film Four and

will also be screened on ITV, Channel 4, Channel 5 and Sky News on the

same day. A 60-second cut-down will be broadcast on channels including

Channel 4, Sky News and Discovery as well as in Odeon cinemas over the

following week.



The Film Four tie-up will run alongside a give-away deal with The

Guardian, which offers First Direct customers a free copy of the

newspaper on 1 October.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).