Editorial: Will women fall for Aniston sales pitch?

Seven months after Matt Barrett's famous howler in front of a Commons committee when the Barclays chief executive admitted he didn't use credit cards because he thought them too expensive, Jennifer Aniston is being drafted in to repair some of the damage.

She is to be the new face of Barclaycard in an apparent attempt to persuade more women that plastic can help deal with what life throws at them.

Barrett's gaffe attracted extensive media coverage as did an Office of Fair trading ruling that a Barclaycard ad promoting a "0 per cent forever" interest rate was "highly misleading".

So Aniston and Barclaycard's agency Bartle Bogle Hegarty will have much to live up to. The 90s campaign featuring Rowan Atkinson as the bungling secret agent Richard Latham was one of the funniest campaigns ever. More than this, it helped reverse a declining market share and achieve brand leadership.

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