NEWS: Britannia reveals pounds 4m drive

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 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

eyes.



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

and Associates.