Mother kicks off pounds 10m campaign for Marbles

Marbles, the new internet division of HFC Bank, launches this week with a pounds 10 million television and press campaign by Mother.

Marbles, the new internet division of HFC Bank, launches this week

with a pounds 10 million television and press campaign by Mother.



The agency is positioning Marbles as the UK’s first mass-market,

net-friendly credit card, using the endline, ’now you can pay with

Marbles’.



The new HFC venture, which is backed by Freeserve, makes a ’safe

shopping’ promise for online purchases and offers instant net access to

account details.



Mark Robinson, the group marketing director of HFC Bank, said: ’We

wanted a brand that would inject personality into personal finance and

be something people could relate to. It provides all the benefits a

customer would expect plus more.’



The television campaign launches with two 40-second executions, which

both feature a voiceover by Honor Blackman.



In ’words’, a series of terms such as ’e-commerce’ and ’online

transactions’ are contrasted with more familiar, homely words like ’loo

roll’ and ’cheddar’.



’Underpants’ seeks to reassure consumers in a similar way. Set against

pictures of people going about their jobs wearing only underpants,

Blackman’s voiceover purrs: ’What we buy won’t change, just the way we

buy them.



Underpants will always be in demand.’ She adds: ’Safe for humans to use

online and on the high street.’



The ads, created by Mother, were directed by Jeffrey Plansker at

Propaganda.



Media buying is through Motive and a direct marketing campaign is by

CMB.



Stef Calcraft, a founding partner of Mother, said: ’Most people see

financial institutions as nothing more than a necessary evil. Marbles is

a cute brand and we hope we’ve captured some of this in the

advertising.’



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).