TBWA is spearheading the revitalisation of Abbey, which posted a £1 billion loss in March, with a national television and press campaign. The 40-second television spot introduces the new strapline: "Start a beautiful thing with money."
The spot opens inside a cafe with a parade of shops seen through the window. A large crane descends into the shot above the shops and crashes through the roof of a bank. The bank is lifted out of its foundations and tipped upside down. A voiceover runs: "Something good is happening to banking." The commercial then introduces the four colours of the new Abbey brand, developed by Wolff Olins, and the campaign strapline.
Television will be supported by a press campaign that will use straplines including "Banking isn't good enough. Yet" to remind people of their dissatisfaction with the banking services out there, and "Normal service will not be resumed" to indicate the changes at Abbey.
"We aim to do what Ikea has done for design, Oddbins for wine and Jamie Oliver for cooking - we will demystify money," Angus Porter, the customer director at Abbey, said.
The ad was written and art directed by Graham Cappi and Tim Hearn. The film was directed by Kevin Thomas through Thomas Thomas Films.
MindShare handled overall communications planning and buying, with Naked Communications working on the amplification of the creative idea across channels.