Barclaycard puts APR at heart of ad strategy

BMP DDB's new television campaign for Barclaycard shows consumers embarking on outlandish shopping sprees to demonstrate the good deals offered by the credit card.

The series of ads, which break on 4 November, unveil and explain Barclaycard's new price-matching promise and APR of 11.9 per cent. BMP has developed a series of three 20-second executions, called "taxi", "auction" and "painting", for the first stage of Barclaycard's "value" campaign.

In the first treatment, a couple is studying paintings in a gallery to find the right one for their home. They take measurements and decide not to purchase a particular picture because "it's a bit too big". The camera pans back to reveal that the couple was considering whether to buy the Mona Lisa.

In "auction", an auctioneer takes a string of bids for a product. When the camera pans to the bidding audience, one man in the crowd is shown raising the bid over and over again against himself.

A voiceover for each spot announces Barclaycard's new long-term APR.

"Taxi" announces Barclaycard's price promise - if any product bought using a Barclaycard can be found cheaper elsewhere, the company will refund the difference. In the ad, a man standing on the pavement of a busy street hails cab after cab. The man is later shown surrounded by hundreds of shopping bags.

All of the ads end with the voiceover "Don't go too mad with it", and the strapline: "It just gets better."

Copywriting and art direction were by Dan Hubert and Amber Casey. The ads were directed by Shane Meadows through JFA.

"This campaign aims to stand out from the clutter in the credit card category, and delivers the message in a way that resonates with the attitudes and behaviour of customers using their Barclaycard," Deborah Wood, the group head of advertising at Barclays, said.

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