BMP brings Atkinson Barclaycard campaign to a close

Barclaycard is calling time on one of the UK’s best-loved advertising campaigns with its last commercial starring Rowan Atkinson.

Barclaycard is calling time on one of the UK’s best-loved

advertising campaigns with its last commercial starring Rowan

Atkinson.



The ad - the 17th in the six-year series by BMP DDB - shows Atkinson as

the hapless secret agent, Latham, finally learning to love his

Barclaycard. The rest of the campaign has been built around his

reluctance to use the card, despite his sidekick Bough’s

protestations.



The 90-second finale opens with Latham being instructed on what he is

warned could be his final mission - to capture Eduardo ’the Eel’

Valasquez.



Unsurprisingly, he fails his assignment and is forced into hiding,

bleaching his hair and adopting a new identity to escape the pursuit of

MI7.



When the British agents finally catch up with him in a restaurant,

Latham is forced to do something that will prove beyond a shadow of a

doubt that he is not the man they seek. With a flourish, he takes out

his Barclaycard to pay for his meal, throwing his pursuers off the

scent. The film ends with Latham kissing his Barclaycard in joy.



The commercial was written and art directed by Paul Burke and directed

by Mark Chapman through Tiger Aspect. It will break on 1 November.



Barclaycard’s new strategy is due to be revealed shortly but is being

kept firmly under wraps until then. John Laidlaw, head of communications

and advertising at Barclaycard, said: ’We know there will now be all

sorts of spies checking out the theme for our next campaign - and they

will not have long to wait.’



Atkinson said: ’All good things come to an end and it was the mutual

wish of myself and Barclaycard to bring the present campaign to a close

as it seemed to us it had reached the end of its natural life. I think

this last commercial is a fitting end.’



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