New Campaigns – Alan Sugar Premium Bonds

Sir Alan Sugar stars in Premium Bonds ads

Walsh Trott Chick Smith has created National Savings & Investments’ (NS&I) first television campaign for six years to promote its Premium Bonds product.

The ad, starring entrepeneur Sir Alan Sugar at a racecourse, will break on Sunday to coincide with the first “Double Jackpot” Premium Bond monthly draw on August 1, when two £1m jackpot prizes will be awarded. Sir Alan, who has donated his fee to charity, promotes the money-back guarantee of Premium Bonds with the line “I like winners – but I’m no gambler”. It ends with a call to action. Media planning and buying was handled by OMD UK.

The government-backed savings and investments provider, which has an annual advertising budget of £10m, will run a second campaign to promote its index-linked savings certificates later in the year.


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