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.
