Midland to listen again with St Luke’s revamp

The Midland Bank returns to its ’listening bank’ theme next week when it launches a pounds 6.5 million campaign.

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 brand.

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.

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