Barclays' TV ads promote new brand positioning

by Alex Brownsell, marketingmagazine.co.uk 13-Mar-09, 13:10

LONDON - Barclays is to unveil its new brand positioning, beginning with a major TV ad campaign on 15 March.

The campaign, Barclay's first TV advertising for 18 months, sees the high-street bank position itself around how it is helping its customers manage their money better.

The strapline for the campaign, by incumbent creative agency Bartle Bogle Hegarty, is ‘Take One Small Step'. The ads roll out during reality TV competition Dancing On Ice on ITV1.

Barclays is rolling out two TV executions, both following a similar light-hearted tone used in Barclaycard's recent ‘Waterslides' campaign.

The first ad - ‘Musical Safes' - highlights how Barclays' online banking service helps consumers to keep track of personal finances. The second ad - ‘See Saw - promotes Barclays free CreditFocus service, which helps business owners make decisions about extending credit and managing cash flow.

‘We know customers want good value, but value alone isn't enough; they also want to be more in control of their finances. Barclays provides tangible ways in which customers can have more control of their finances, and our new advertising reflects that support,' said Barclays head of UK banking media relations, Sheri Pollock.

Comments

Kate Ritchie - 13/03/2009

Same agency and same client who made the Samuel L Jackson work. Seems a long time ago now doesn't it...

sue turner - 16/03/2009

This is ar*e about t*t. "Show me the money." Isn't that what the mass majority is saying to the banks? as in, lend me some you fu*kers! Not, show me how little I've got or how big my overdraft is because you won't.