Halifax's new campaign drops singing and dancing

LONDON - Halifax has launched its new campaign - without Howard Brown and his singing and dancing colleagues - featuring staff creating human pyramids to hand out £5 notes to its customers.

The new ad, by Delaney Lund Knox Warren & Partners, continues with the "staff as stars" campaign, but has a softer feel than the brash musical style ads of 2008, which were criticised for being insensitive in the current economic climate.

The spot opens on individual staff members running through housing estates, country lanes, and town centres.

The staff members come together inside a shopping centre, outside an office block, and inside a train station, to build human pyramids in order to pass £5 notes to their customers at different heights.

The ad showcases Halifax’s scheme to give its Reward Current Account holders a monthly £5 reward if they pay in £1,000 each month.

Philip Hanson, Halifax’s director of marketing, said: "Halifax has a reputation for some of the most effective advertising in financial services and we have worked hard to ensure the new ads live up to the advertising heritage of the Halifax brand."