The Britannia Building Society is using a plasticine family to help
emphasise its mutual status in a major pounds 4 million campaign which
launches a new member-loyalty bonus scheme.
The campaign, which breaks on Monday, was created by the Manchester
based BDH. ‘What kind of society do you want to be part of?’ asks the TV
ad, which opens with a shot of a baby. The infant then morphs into a
claymation figure and the scene widens to reveal him sitting on a sofa
with the rest of his family. The voiceover then answers its own
question: ‘One that shares your kind of values.’
The spot goes on to show a montage of newspaper cuttings and awards
summarising the building society’s successes, and then moves to show a
boardroom where board members sit smiling with pound signs in their
Britannia does not share its success with shareholders, explains the ad,
because it doesn’t have any - at which point the claymation board
members all begin to weep.
Instead, the viewer is told, Britannia’s success is shared with ‘people
who deserve it most - its members’. To stress the point that the new
loyalty bonus will be paid every year, the scene returns to the
claymation family, who age rapidly, before turning into a real family.
Written by Jez Clarke and art directed by Phil Rimmer, the commercial
was directed by Tom Gasek through Olive Jar Animation.
It will run until October on Channel 4 nationally and ITV in the Central
and Granada regions, and on Sky. Media is being placed by John Ayling