BBH signs Aniston for its first Barclaycard advertising

LONDON - Barclaycard has chosen the former Friends star Jennifer Aniston to front a new campaign, launching this June, while Gary Oldman and Donald Sutherland will replace Samuel L Jackson in Bartle Bogle Hegarty's "fluent in finance" ads for Barclays.

The decision represents an about-face from Barclays, which last October publicly rebuked BBH for its executive creative director John O'Keeffe's suggestion that it should drop Jackson.

The Barclaycard campaign, "the key", will be BBH's first work for the brand since it won the account from DDB London last October.

A source close to Barclaycard said the campaign would mark a repositioning of the credit card as "the key to funding life's ups and downs" and that Aniston was chosen to attract female customers.

The campaign will run both above and below the line, with three television commercials, print ads and a direct mail push introducing a new card, introductory offers and new products, moving Barclaycard into the wider lending market.

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