Nutmeg debuts TV campaign in style of Xtranormal viral video

Nutmeg, the online investment management service, makes its TV advertising debut today with an animated spot inspired by a do-it-yourself online video format.

The ad by Abbott Mead Vickers BBDO is inspired by Xtranormal, the online platform that allows internet users to create animated videos using text-to-video technology.

The ad will air on ITV tonight during Coronation Street at 7.45pm.

Written by Kristian Foy and art directed by Martin Lythgoe, it features a conversation between a dim-witted squirrel, Nut, and his savvy friend, Meg.

Nut asks Meg if investing will require reading the money pages or buying a monocle. She responds, "Just use Nutmeg" again and again.

When Meg asks Nut if he uses the platform, he delivers the punchline, "I don’t have time to cook." Then the tagline appears, "Nutmeg: No Nonsense Investing".

Produced by Not to Scale, the 30-second ad will also show on video-on-demand, ITV London regions and Channel 4 until 5 April. It will be accompanied by an out-of-home (OOH) campaign around London. The media was planned and bought by PHD. 

Martin Stead, Nutmeg’s chief revenue officer, said: "Our above-the-line ads on the tube and rail networks have already proved successful, and as the business continues to expand and develop, TV is the natural next step for Nutmeg ... [it] remains the most powerful channel when you want to attain such vast reach."

He added: "In an industry that is renowned for being complex, expensive, opaque and intimidating, we are very different, and our stand-out advertising style demonstrates this."

Stead joined Nutmeg in November from EDF Energy, where he was the marketing, digital and sales director.