The famous ’We’re with the Woolwich’ slogan is being brought up to
date in debut advertising by Publicis for the building society turned
While the line is not being revived in full, the TV campaign breaking in
London on Saturday invites would-be customers who are ’without’ to join
those who are ’with’.
The idea is the result of a new strategy to bring the bank’s sub-brands
under the single identity of the Woolwich.
Four 20-second commercials - one for each month in the run-up to
Christmas - feature computer-generated graphics by English & Pockett to
promote specific products and services.
They include personal loans, a car finance scheme, a savings account
with 24-hour access, and a scheme linking credit card bills to mortgage
The commercials were written by Rob Janowski, art directed by Keith
Courtney and directed by David Chaudoir. Media planning and buying is
The films focus strongly on the word ’with’, which revolves around the
centre of the screen together with images associated with the products -
such as a deckchair to symbolise a holiday financed with a personal
Publicis, which ended Ogilvy & Mather’s 35-year tenure of the account
when it won it in April, had to decide whether to ditch or develop the
’We’re with the Woolwich’ line.