WTCS uses Aardman to breathe new life into Britannia

Walsh Trott Chick Smith has enlisted the services of Aardman Animation to liven up its latest ads for the Britannia Building Society.

Britannia has launched two 30-second ads through the agency, breaking first in its Central TV heartland and then extending to satellite stations, Channel 4 and Channel 5 later this month. Both ads fuse the 2D line animation, which WTCS introduced for the relaunch of the building society in 2000, with computer-generated 3D animal characters from Aardman.

The ads, which were written and art directed by WTCS's executive creative directors, Dave Trott and Gordon Smith respectively, introduce a ska version of Rule Britannia as the musical theme for the campaign.

"The fresh, original style of animation and the ska version of Rule Britannia will make this a real show stopper,

Smith said.

The first of the two ads uses the tale of the three little pigs to illustrate Britannia's offer of loans for home improvements. The second uses a range of animals discovering new homes to mark Britannia mortgages' presence in the Best Buy tables.

The campaign will be extended to print and posters as well as interactive TV and online. Last month, Britannia allocated £1 million of its annual budget to online activity. Media planning and buying for the campaign is by Manning Gottlieb OMD.

"I am delighted that we have been able to combine a really innovative consumer proposition with a new and innovative piece of advertising," Britannia's marketing director, Alan Long, said.

The ads were directed by Steve Harding-Hill for Aardman Animation.