Santander’s most recent marketing campaign sees them pair with TV duo Ant & Dec, but does the partnership reflect the brand? The Campaign The campaign sees the pair ‘rip off’ Santander’s branding and values, to create their own bank ‘Antanddec.’ Placed on TV, cinema, OOH, print, social, digital display and radio, the campaign has been created by Engine, directed by Declan Lowney at Another Film Company, has been planned by Carat. Why Ant & Dec? Chief Creative Officer for Engine, Billy Faithfull, said “When it’s thrown into conversation that Ant & Dec sounds a bit like Santander you can’t ignore that, it’s an absolute gift.” “It was one of those ideas that you keep parking for good reason, but keeps coming back, more powerful than before. And the more we let it back in the room, the more funny, famous and memorable it became. Nothing else stood a chance.” The campaign will utilise the bank’s comprehensive research into its customers to help bring to life the products and services that answer genuine customer needs. While using the comical bank of ‘Antandec’ and its less practical product solutions, as a counterpoint. Research has also shown that “ads that use creativity in the form of brand characters or motifs are better at eliciting an emotional response and boosting brand recognition.” But, do these reasons mean that it works? Does it work? Billy Faithfull, chief creative officer, Engine, added: “In the search for a little magic, you have to give every idea a chance to shine. Even the silliest of ideas should be taken seriously.” But is Santander a ‘silly’ brand, and...
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