TBWA London creates first TV ads for Cahoot

TBWA\London has created its first work for the Abbey-owned internet bank Cahoot.

It is led by a TV campaign featuring a pair of policemen who foolishly handcuff themselves together while trying to apprehend a crook.

The campaign aims to show that despite people's propensity for making the odd stupid mistake, by banking with Cahoot you can ensure you are being clever with your money. The Cahoot campaign uses the "smart with money" theme that TBWA developed for its Abbey parent.

Deborah Cutler, the marketing director at Cahoot, said: "Cahoot customers are recognised as being smart, savvy and in control of their money, but we all make mistakes. By banking with Cahoot at least you can be sure you are being smart with money."

In the first ad, called "cops", two plain-clothes policemen are seen chasing a handbag thief through a dockyard. The policemen eventually catch up with the criminal but accidentally end up handcuffing themselves to each other. The spot closes with the endline: "Unfortunately, Cahoot can only make you good with money."

"The timing of this campaign is crucial. It has been launched in January because that is when people make New Year resolutions and consumers generally want to get their finances in order," Mike Mulholland, the business director at MindShare, which handles the media planning and buying, said.

The campaign, which will include an online element to target those who already have an internet bank account, is aimed at young professionals aged between 24 and 40. The ads will run across all channels around programmes including The Bill and Midsomer Murders, which fit with the crime theme of the first spot.

A further two ads will launch in the coming weeks.

The ads were written by Paul Silburn and Ben Priest and art directed by Silburn and Brian Campbell. They were directed by Eric Lynne through Partizan Midi Minuit.