Virginmoney ads use faded icons

Has-been celebrities are fronting an pounds 8 million national television campaign by Rainey Kelly Campbell Roalfe/Y&R for the online financial services account virginmoney.com.

The once lusted-after front man from the popular 80s group Dollar, David Van Day, stars alongside Rainbow television presenter Geoffrey Hayes and Bad Manners' lead singer Buster Bloodvessel.

The one-time stars all share the common trait of having shown poor money management in their time. They highlight the importance of making more out of money when you've got it, and were chosen for their appeal to the core target audience of thirty-somethings.

The campaign will also aim to draw attention to financial disciplines that are often overlooked, such as investments and insurance.

The three celebrities are shown in their current environments, which are a far cry from those they enjoyed when they last made headlines. Van Day is seen cooking fry-ups in his mobile burger van, while Hayes is driving his mini-cab around town. Bloodvessel is shot outside his Fatty Towers guesthouse.

Jim Kelly, a joint chief executive at Rainey Kelly/Y&R, said: 'These are real-life stories that should make us all pay a little more attention to how we manage our money.'

Paul Pester, the managing director of virginmoney.com, added: 'They were all giants of their era, earning lots of money at the height of their careers, who have since fallen from fame and had to re-adjust their lifestyles.'

The ads, which break next week, will run on national and satellite television.

They aim to capitalise on the resurgence of 80s culture.

The ads were written by Brian Cooper and art directed by Jason Stewart.

They were directed by Paul Gay through Outsider. Media planning and buying is through Manning Gottlieb Media.





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