Sir Anthony Hopkins leads a trio of big-name movie stars drafted in
by Barclays to front new TV advertising marking its comeback after a
year of management turmoil and underperforming services.
The Oscar-winning actor fronts one of three commercials which also
feature Pulp Fiction’s Tim Roth and Nick Moran from Lock, Stock and Two
Tony Scott, of Top Gun and Enemy of the State fame, directed the films -
the first of which will break around Coronation Street on Monday.
They are the first to be produced by Leagas Delaney since it won the
bank’s pounds 17 million corporate account nine months ago and are the
first ads to promote the combined strengths of the Barclays group. Media
is by MediaVest
The new tactic follows research showing consumer cynicism about
financial services companies trying to present themselves as the
people’s friend. Instead, the advertising offers what the bank describes
as a bold message, which presents it as a powerful global force.