Life imitates ads as McGowan's ID is stolen by Daily Mirror

by Daniel Farey-Jones, Brand Republic 10-Mar-05, 08:55

LONDON – Alistair McGowan, the face of Capital One's new ID theft protection campaign, has been splashed on the front page of the Daily Mirror after it rifled through his rubbish and found credit cards and personal details to steal his identity.

TV impressionist McGowan has helped credit card company Capital One raise the profile of its identity theft protection service by appearing as an ID thief in a high-profile £4m television and press advertising campaign, which started last month.

The campaign highlights the fact that ID theft is the fastest-growing type of fraud in the UK and worth billions to criminals.

Exactly copying his role in the ads, Mirror "investigators" rifled through his bin bags yesterday and turned up a "treasure trove" of information including an unexpired HSBC Premier credit card, his Equity actors' union details, an insurance policy and insurance ID card and his British Academy of Film and TV Arts card.

In one spot clad in black clothes and gloves, McGowan says: "With just a few of your personal details, I can apply for anything you can apply for." The ad uses Capital One's established strapline: "What's in your wallet?"

In another he is shown living the high life in dressed in a dinner suit and drinking champagne, quipping to camera "Extravagant, aren't you".

The Mirror pointed out it was doing a service in the light of a Home Office anti-ID fraud campaign. In his post-incident interview with the paper, McGowan thanked the Mirror and said he would be more careful in the future.

The campaign was created by McCann Erickson and planned by Starcom MediaVest. It was placed fifth in this week's TNS Adwatch survey with 63% recalling it.

Last week, Capital One moved its creative account out of McCann Erickson into DDB London.

Capital One provides identity theft assistance, which includes advice and resolution for victims, free with its No Hassle Platinum Card.

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