Barclaycard signs Jennifer Saunders to replace Aniston

by Sam Matthews,, Brand Republic 20-Jan-05, 12:30

LONDON - 'Absolutely Fabulous' star Jennifer Saunders is to replace 'Friends' actress Jennifer Aniston as the new face of Barclaycard after Aniston's year-long contract with the credit card company expired.

Details of the campaign, which starts filming today, remain a secret, with the new ad not likely to break until April. The campaign is the second to be created by Bartle Bogle Hegarty since it won the account from DDB London in 2003.

The first campaign positioned the brand as the "key" to funding new experiences. It showed Aniston in a variety of situations including escaping the clutches of men who were hounding her and trying her hand at beekeeping.

She opened the first ad with the line: "Sometimes guys are too much. Maybe I just need to get away." Each execution ended with a voiceover saying: "Open doors with a Barclaycard. The key."

The 'Friends' actress, who recently announced she is splitting from her husband Brad Pitt after four years of marriage, joins a list of high-profile stars who have promoted Barclaycard.

Previous campaigns include the seven-year award winning Rowan Atkinson spy campaign and ads starring veteran journalist Alan Whicker and 'Arthur' actor Dudley Moore.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.