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Abbey National reverts to celebs.(campaign by Euro RSCG Wnek Gosper)(Brief Article)
Abbey National is returning to a celebrity-led advertising strategy in a new campaign created by Euro RSCG Wnek Gosper.
The former pop and soap star Martin Kemp stars in the first ad, breaking this week. The ad promotes three of the bank's core propositions - a better mortgage deal, current or savings account, or pounds 50 in return.
The strapline 'Because life's complicated enough' will continue to be used. Other, undisclosed celebrities will star in further ads in the campaign.
Media planning and buying is through Carat, and the campaign will extend from TV through online and press activity.
Abbey National axed the comedian Alan Davies from its advertising last year in favour of everyday people demonstrating the ease of using its financial services.
The new ads will marry celebrity appearances with those of ordinary people, and ask: 'What is the best thing that could happen to you right now?'
The celebrity brings an ordinary person's fantasy to life, ...
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