Cdp-travissully puts Solo brand on cinema screens for first time

Cdp-travissully is taking the debit card brand Solo into cinemas

for the first time with the launch of a new campaign.



The agency has previously used press to target its youth market, but

said it was the right time to expand the Switch offshoot brand to a

wider audience.



The 30-second spot features a young man getting ready for bed. He walks

through the flat, brushing his teeth and turning off the lights, until

he places his Solo card on a table. Returning to the back door, he

whistles to his dog, who runs in, leaps on the table and lies down with

his paws round the card. Safe in the knowledge that his card is

protected, the man goes off to bed, leaving the strapline: "Solo. The

one thing you need."



Cdp-travissully's chairman, Chris Macleod, said: "The film is cool and

understated, overcoming young people's cynicism towards

advertising."



He said the time was right to expand the advertising to screen as the

brand was established in the minds of young consumers. "In research we

discovered that users saw their cards almost as life support systems.

The ad captures that feeling without trying too hard," he added.



The head of marketing and strategy at Switch Card Services, Nigel

Turner, said: "We expect the ad to help boost our turnover on Solo

beyond its current level of £2 billion per year."



The ad breaks on 12 October for 12 alternate weeks. It was written by

Simon Bere, art directed by Peter Gatley and directed by Tom and Charlie

Guard through Rogue Films. Media planning and buying is through Carat.