The Midland Bank returns to its ’listening bank’ theme next week
when it launches a pounds 6.5 million campaign.
Three TV commercials through Midland’s agency, St Luke’s, will parody
all-action movies. To a track reminiscent of the Mission: Impossible
theme, Midland staff are seen dropping out of airplanes and scrambling
along the top of trains to rush suggestions from the public to the
bank’s ’bright ideas room’.
Each execution begins with a Midland Bank employee overhearing a
complaint about banks by a member of the public. In the first spot, the
assistant leaps on top of a moving train, throws himself on to the roof
of a passing truck and then gallops on a horse the last stretch of the
way to Midland’s headquarters to put forward the idea of a pounds 50
buffer zone. The ad ends with the buffer zone - in which account holders
can go overdrawn without charge - being announced as a news item.
In the second commercial, a young female Midland bank teller jumps off a
plane into deep water before resurfacing to tell the ’bright ideas
people’ about abolishing monthly fees for overdrafts. A third execution
focuses on the speedy opening of new accounts.
The advertising, which breaks nationally on 10 March, replaces Midland’s
’songs’ campaign, which was designed to ascribe approachable values to
The films were written by Alan Young and art directed by Jules
They were directed by Kirk Young for Tomboy Films, although much of the
footage was shot in South Africa through Parkinsons.
Midland’s head of advertising and promotions, Belinda Furneaux-Harris,
billed the new work as ’the most ambitious and complex advertising
produced by the bank in the past decade’. It aims to distance Midland
from the perceived complacency of the traditional banks.
Midland Bank’s TV ads will be supported by a national press and poster
campaign later this month.