Lowe Live creates its first TV work for RBS Advanta credit card

Lowe Live has created its first television work for RBS Advanta

credit cards after winning the account earlier this year.

The ads emphasise RBS Advanta's competitive APR rates to persuade credit

card holders to switch. RBS claims that more than 1.3 million customers

have already moved to the RBS Advanta card.

The ads show a couple who are thwarted by the large interest rates they

pay on their existing credit cards. They switch to RBS Advanta credit

cards and are shown being able to get on with their lives after moving

to the lower interest rate.

The DRTV work will be shown on terrestrial TV and satellite stations,

including Sky One, Sky Sports 3 and E4. The TV ads are backed by a

responsive press campaign that will launch simultaneously. Press ads

will run in titles such as FHM, Maxim and Glamour.

Tim Lewis, the director of credit cards for RBS Advanta, said: "This is

the first time we have been on television with this product. We're

looking forward to seeing the results of this clever and highly creative

campaign in a broader media mix."

The campaign was art directed by Billy Plummer and the copywriter was

Kevin Mills. Media buying is through MediaCom.

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