Barclays unveils new ISA ad campaign

Barclays has unveiled a new television commercial called “Performance”, aiming to promote its ISA ranges.

The ad which launches in the UK today, is the sixth in the Take One Small Step campaign and marks a year since the campaign first launched.

“Performance” features a money puppet that comes to life singing, ’Tomorrow’ from the musical Annie. It has been created by BBH.

The film highlights Barclays tax-free ISA products, which make money you have managed to put aside perform better than you might have thought.

Take One Small Step has been Barclay’s strategy since March 2009. The idea is that Barclays helps customers manage their money better by offering simple steps via Barclays services and products.

“Performance” was directed by Simon Willows and, like the other five films in the campaign, is narrated by Stephen Merchant. Media was bought by Walker Media.

Marc Hatfield, Creative Director, BBH, says: “We wanted to create a financial ad with a simple, clear message that also entertained.”

Meanwhile BBH has seen its first brand invention listed on the stockmarket. Ila Security, a personal security brand sold in major retailers such as Marks and Spencer in the UK, listed on AIM on March 5 following an all-equity reverse takeover by Baylon Holdings.

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