Rainey Kelly launches Virgin Direct TV spots

Rainey Kelly Campbell Roalfe launches its first TV work for Virgin Direct next week with two new commercials featuring a Richard Branson stand-in.

Rainey Kelly Campbell Roalfe launches its first TV work for Virgin

Direct next week with two new commercials featuring a Richard Branson

stand-in.



The ads are part of a pounds 3 million TV, press, poster and radio

campaign to promote Virgin Direct’s new guide to PEPs, TESSAs and ISAs,

which comes in the form of a 60-page book.



The Branson character appears to be losing his mind at the prospect of

giving away the book for free. In one spot, he is heard talking to

himself, pacing up and down in his office, wailing: ’I’m not made of

money ... well, I am.’ Outside, an executive is listening anxiously and

repeatedly asks ’Branson’ if he is feeling all right.



’Shrink’, the second spot, sees the Virgin boss on a psychiatrist’s

couch.



He rants: ’I don’t know how it happened. It’s a big chunky book full of

free advice. My head hurts quite badly.’ A voiceover then urges viewers

to ’call before he changes his mind’.



The ads were written by Simon Brookes, art directed by Mark Roalfe and

directed by Steve Reeves through Stark Films.



Posters for the campaign went up last week. One execution boasts, ’No

plots. No twists’, while another shows the letters PEPSISATESSA knotted

together, next to the line ’untangled’. Media planning and buying for

the Virgin Direct business is handled by Manning Gottlieb Media.



The guide is a bid to untangle customer confusion surrounding the

introduction of Individual Savings Accounts and the simultaneous phasing

out of PEPs and TESSAs from April this year.



Rainey Kelly won the Virgin Direct account from TBWA GGT Simons Palmer

at the end of last year.



TBWA had initially managed to hold on to the pounds 10 million business

after winning the pounds 50 million NatWest account, but eventually lost

out in a pitch against Rainey Kelly, which had been working on strategic

propositions for the Virgin Direct brand since last summer.



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