Crédit Agricole signs Sean Connery to promote 'green bank' positioning

LONDON - French high-street bank Crédit Agricole has signed up former James Bond star Sean Connery to front an ad campaign pushing the brand outside of France.

Sean Connery
Sean Connery

The TV, print and online campaign, by ad agency Aubert Storch Associés Partenaires (ASAP), will look to develop the brand in a number of countries across Europe, Asia and the Middle East.

The activity will look at the need for ‘responsible growth' in the economy, and its focus on ethical and ecological issues. Ads will feature two new straplines: ‘Back to common sense' and ‘It's time for Green Banking'.

Ads will first air from 23 November to 19 December, with a second burst between 18 January and 14 March next year.

Crédit Agricole operates more than 8,000 bank branches in France, and counts 28% of all French households among its customers.

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