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Barclaycard puts APR at heart of ad strategy.(Brief Article)
BMP DDB's new television campaign for Barclaycard shows consumers embarking on outlandish shopping sprees to demonstrate the good deals offered by the credit card.
The series of ads, which break on 4 November, unveil and explain Barclaycard's new price-matching promise and APR of 11.9 per cent. BMP has developed a series of three 20-second executions, called 'taxi', 'auction' and 'painting', for the first stage of Barclaycard's 'value' campaign.
In the first treatment, a couple is studying paintings in a gallery to find the right one for their home. They take measurements and decide not to purchase a particular picture because 'it's a bit too big'. The camera pans back to reveal that the couple was considering whether to buy the Mona Lisa.
In 'auction', an auctioneer takes a string of bids for a product. When the camera pans to the bidding audience, one man in the crowd is shown raising the bid over and over again against himself.
A voiceover for each spot announces Barclaycard's new long-term APR.
'Taxi' ...
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