The Money Shop launches 'empathetic' TV ad

The Money Shop, the loans company, is advertising its new loan product with an ad that explains how it can help people afford everyday items.

The campaign features a woman admiring her new suit in a mirror. She says: "The new job outfit shop."

It also shows a couple with a new washing machine, a man with his mobile phone repaired and another man tapping his car calling The Money Shop "the back-on-the-road shop".

Cogent Elliott created the spot, which was written by Alex Fraser. Richard Payne took control of art direction. The ad was directed by Morgan Hutchins through RSA. M2M is the media agency.

Ian Stewart, the director of marketing at The Money Shop, said: "Cogent demonstrated a strong understanding of our sector, bringing a fresh creative approach that we’re convinced will help effectively position and evolve The Money Shop brand."

The national TV campaign will be supported by press and regional outdoor ads.

Payne, the executive creative director at Cogent Elliott, said: "This is about creating a voice for the brand that talks to customers in a positive, empathetic way."