The Alliance & Leicester is to launch its first brand advertising
campaign for five years with a pounds 3 million television blitz by BMP
DDB using the strapline: ’Common sense in a crazy world.’
Two comic executions feature Simon Daye from the BBC’s Fast Show playing
In the first, Daye is a trainspotter chatting to his friends about the
house he has bought with an Alliance & Leicester capped-rate
His fellow train enthusiasts are appalled when they realise that he’s
talking about something other than trains.
The spot ends with Daye’s character sitting warm and cosy in his new
home while his pals hang around a train station in the rain.
Daye plays the part of a morris dancer in the second commercial. As he
and his troupe shelter from heavy rain in a church porch, Daye shows his
dancing partner his new sticks and bells, bought using a cashback offer
from his Alliance & Leicester money-back credit card.
Both commercials were written and art directed by Dean Webb and directed
by John Lloyd through Limelight. Media buying is by BMP Optimum.
Tim Pile, the director of strategic marketing at the Alliance &
Leicester, said: ’The ads are light-hearted and entertaining, but the
message is clear - the Alliance & Leicester offers financial products
which take account of everyday financial needs.’
Alliance & Leicester’s most famous TV advertising, starring the
comedians, Stephen Fry and Hugh Laurie, ended in 1994 after seven years.
With Fry cast as the buffoon to Laurie’s wise straight man, it featured
the line: ’You get a smarter investor at the Alliance & Leicester.’
In 1996, the building society switched the bulk of its pounds 18 million
advertising budget below the line. It became a bank last April.