Barclaycard unveils final comic ad on mobile

LONDON - 'Green Wing' star Stephen Mangan ends up handcuffed to his motel bed in the fifth and final ad in the Barclaycard series, which is launching on mobile pre-rolls today ahead of its TV debut this evening.

The spot, created by Bartle Bogle Hegarty and promoting Barclaycard's six months' free gadget insurance offer, will get its first showing on TV screens during the launch show of 'Big Brother 9'.

The mobile campaign will target O2 customers, who for the first time will be selected by the handset model they use.

It is the final ad in the series featuring Channel 4's 'Green Wing' stars Stephen Mangan and Julian Rhind-Tutt in their road-trip across America.

This time the benefits of having gadget insurance are communicated after Stephen ends up handcuffed to his motel bed and robbed by the woman he met in a bar the night before.

The campaign will also be shown on an electronic outdoor screen in Manchester and a bespoke version of the TV execution has been shot exclusively for online and will be used across portals, newspaper and high impact sites including an MSN home page takeover.

Walker Media planned and bought the campaign on behalf of Barclaycard while Dare developed the online digital creative.

The comedy duo will not appear in future ads as Barclaycard has dropped them in favour of a strategy promising to "cut the clutter" from consumers' lives. It is believed the new strategy will carry the strapline "Glide with us".

Gary Twelvetree, director of brand and advertising at Barclaycard, said: "Julian and Stephen's on-screen chemistry and comic personas fitted perfectly with the serious messages we want to get across about the benefits of having a Barclaycard.

"Building upon this campaign we are developing an exciting new international strategy which will be evolved with BBH over the coming months."

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