More Th>n 'we do more' by Fallon

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Lucky the dog and the "That's more than lucky" line have been abandoned in More Th>n's new-look campaign. The work, the first from Fallon since it won the account last year, introduces the idea that the financial services company does more than its competitors. The campaign focuses on people appreciating a return to normal life thanks to More Th>n. It launches with a 40-second film featuring a series of vignettes where people are enjoying moments of normality. These include a girl singing in her car, a man chopping down a tree and somebody asleep on a bed with their dog. Text reads: "Normal's great. That's why we do more to get it back." The ad ends with the new line: "More Th>n. We do more.

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Released: 15 March 2006

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We do more
Neil Scaife, head of marketing communications, More Th>n
Put the more back into More Th>n
Creative agency
Matt Keon, Micah Walker
Art directors
Matt Keon, Micah Walker
Mark Sinnock
Media agency
Universal McCann
Production company
Stacy Wall
Paul Watts, Quarry
Big Buoy
National TV, poster, press, radio, online, direct marketing

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