Angus Deayton, the sharp-witted TV personality, becomes the new
face of Barclaycard this week as part of a pounds 6 million advertising
blitz by the market-leading credit card.
The new campaign, based around two 50-second TV ads by BMP DDB, marks a
return to the style of Barclaycard’s long-running campaign starring
Deayton’s wry style has been employed to help Barclaycard achieve
greater impact in the crowded credit card market. The new work retains
the ’One card. A million uses’ line and develops the same strategy that
won BMP the repitch for the pounds 15 million business last year.
In the first spot - set in an internet cafe - Deayton compares the World
Wide Web to a shop where you can buy absolutely anything.
He begins: ’Aah ... the internet. God’s way of telling you you should
get out more often,’ but goes on to explain that Barclaycard guarantees
against fraud on the net.
It is so easy to buy online with Barclays that he concludes: ’This
internet thing’s a lot of fuss about nothing. Still, at least it allows
you to go shopping when it’s raining. A bit like an umbrella
The second ad has a travel theme and is shot in an airport. Deayton
reveals: ’I travel light. Passport. Toothbrush. Barclaycard’, and
suggests that we think of Barclaycard as an ’international passport to
At this point, customs officers are laughing at his photo and, as
Deayton snatches back his passport, he warns: ’Without the hilarious
student photograph, obviously.’
Both executions were written by BMP’s creative director, Larry Barker,
and directed by John Lloyd at Spectre, who also made the first two Rowan
Atkinson commercials. Media buying is through OMD.