Brands within brands
Usually, a credit card ad is full of Ts and Cs. So it was very refreshing to have a brief land on my desk from MBNA, who simply wanted a branding ad – rather than sell a specific credit card.
It gave me the licence to create a TVC that focused on the benefits of their broader points-means-benefits approach. The way they give customers greater access to other brands and causes they care about.
Visually, we pushed the envelope out in terms of expressing the variety of options on offer, and backed it up with a script that complemented the idea of freedom and potential.
We had a client shared our attitude towards tube cards – that they should make the most of the added dwell time of Underground users, and make the experience more rewarding. This led to stories that illustrated how random purchases could have a big impact on customers’ – and others’ – lives.
TV | OOH | Scriptwriting | Financial services
Chris Bann, Creative Conceptual Copywriter 