Barclays has launched a surreal campaign encouraging customers to take control of their finances.
The 60-second spot begins as Amit reads his electricity bill, prompting him to open the Barclays app, where he is propelled into a gravity-free dimension known as the "Moneyverse". Here, Amit is able to see his entire relationship with money, from spending it on gig tickets to the weekly shop.
"With the Barclays app you can see where your money’s going, so you can make a plan," the voiceover (by British rapper Speech Debelle) declares as Amit throws his unnecessary purchases into the dimension’s ethereal abyss.
The work was created by Ben Edwards and Guy Hobbs, and directed by Antoine Bardou-Jacquet through Partizan. Media is handled by OMD.