BMP DDB’s first work for Barclaycard since it won a dramatic
re-pitch for the pounds 15 million business goes on air this weekend,
introducing a new strategy and a new endline: ’One card. A million
BMP’s aim is to reposition Barclaycard as a fundamental part of the way
people manage their lives, while demonstrating that the brand delivers
some of life’s most memorable moments.
’Starfish’ features a young man, just returned from a spur-of-the-moment
holiday, sitting at his kitchen table holding a tiny starfish and
reminiscing about the best two weeks of his life in Goa.
In ’shoes’, we see a woman in her 20s, the proud owner of a new pair of
shoes, showing them off like a little girl in her mum’s high heels.
She reveals to the camera that they are a treat to herself after a
disagreement with her commitment-phobic boyfriend.
Two further executions break at the end of the month. The star of
’phone’ is the mother of a teenage girl who spends hours on the
telephone to her boyfriend. Her mother worries that she is growing up so
fast, because it seems only yesterday that she was a little girl. The
commercial tells viewers about the savings they can make on telephone
calls with Barclaycard.
In the final spot, ’quiz show’, a dad can’t get the video to work at the
crucial moment to record the family’s 15 seconds of fame on a TV
The commercial introduces one year’s free extended warranty for
customers purchasing new household appliances on their Barclaycard.
Paul Parmenter, the marketing director of Barclaycard, said: ’The new
campaign emphasises Barclaycard’s versatility for everyday use as well
as special occasions.’
The campaign was written by Larry Barker and directed by Anthea Benton
through Concrete. Media is planned and bought by BMP OMD.
BMP won a four-way pitch to retain its Barclaycard business in November
against Abbott Mead Vickers BBDO, WCRS and Bartle Bogle Hegarty.