C&G drops diving boy for focus on flexibility.(Cheltenham and Gloucester Building Society)(Brief Article)

Cheltenham & Gloucester has dropped its eight-year campaign featuring a boy diving for pearls in favour of images of everyday people choosing mortgages that fit their personal needs.

The new campaign, created by Saatchi & Saatchi, uses a number of short, simple scenes featuring people from all walks of life delivering a line about the mortgage they have chosen.

Commenting on the rebrand, a C&G spokeswoman said: 'The 'boy' campaign has worked well creating a strong, recognisable brand but the key message he stood for - efficiency - while still very important to us, is no longer our customers' first priority. They've told us that their main need is now flexibility.'

In each of the three commercials - called 'rose', 'dog' and 'rhino' - the dialogue explains something about the individual as well as the type of Cheltenham & Gloucester mortgage they have.

For example, in one vi-gnette, a young boxer is shown training in a gym.

He turns to the camera and says: 'Mine fits like a glove.'

In another ...