First Direct - "Frying Pan"

WCRS

WCRS London, 英国

5347

品牌: First Direct
国家: 英国

广告主: First Direct

标题	Frying Pan
广告公司	WCRS
广告战役	First Direct - It's so black & white
广告主	First Direct
品牌	First Direct
Posted	7月 2002
产品	Smart Mortgage/Balance Texting
行业领域	银行与金融服务、投资、证券服务
剧情简介	The campaign uses Vic Reeves as a spokesman to point out the absurdity of making an obvious decision and thus dramatise the benefits of banking withFirst Direct. The campaign features the endline Choose first direct, its so black and white. In "Frying Pan", Vic offers to tell people to duck before he hits them with a rubber frying pan. The analogy is to first directs text messaging service, which helps people avoid the pain of going overdrawn by warning them in advance via a text message.
哲学	First Direct challenges the coventions of banking; it is transparent where others obfuscate and hide, it anticipates customers needs and moods where others react to their customers,it engages in dialogue with its customers where others have a monologue and it pioneers bettter ways of doing things where others change when they are forced to. For this campaign the proposition of 'Switch to First Direct and you'll be better off' was articulated via the campaign line 'First Direct - It's so black and white'
问题	Since WCRS relaunched the brand in 1995, First Direct's offering has always been differentiated by the realisation that conventional banks are an absurd anachronism in today's world. In the relaunch campaign, the support for the proposition of 'First Direct removes the absurdities of conventional banking' was provided by product points such as 'no queues', 'no closing' and 'no charging'.
媒体类别	电视
长度	30 seconds
市场	英国
创意总监	Leon Jaume
美术指导	Yu Kung
文案	Andy Brittain
导演	Mark Mylod
客户总监	Giles Davis
广告公司制片	Sally Lipsius