The BBH London-created campaign goes live on Saturday (16 May), with a TV ad breaking during ‘Britain’s Got Talent’ on ITV1.
The ad is fronted by a dad going about his day, repeating the mantra "Today, I will..." The father narrates his day in the style of a song, describing activities such as taking his son for an afternoon treat and his daughter for her first Japanese meal; to struggling to stay fit and getting married. His experiences are used to convey the features and benefits of being a Barclaycard customer.
In addition to TV, the campaign will span video-on-demand, print, digital and social media.
On the latter, Barclaycard is unveiling a number of films starring Jason Manford. The films see the comedian performing stand-up routines focused on the problems people experience in everyday life. Barclaycard will then demonstrate how consumers can overcome those problems by using its products.
The brand is also asking members of creative network Zooppa to devise ways to promote Barclaycard’s benefits. In June, it is hosting ‘Barclaycard presents British Summer Time Hyde Park’, an event featuring acts including The Strokes, Kylie, Taylor Swift and The Who. Barclaycard customers have been given early access to ticket sales, and will be able to enter exclusive competitions.
Katherine Whitton, Barclaycard’s chief marketing officer, said: "We know that building awareness and usage of the wide range of benefits every Barclaycard offers increases customer advocacy.
"This led us to a creative idea that would combine the practical uses of our cards with the emotional benefits customers derive.
"Whether its advance tickets, Fee-Free Friday, account access on the move, notifications or contactless payments we want to show how Barclaycard helps customers get everything they want from their everyday."