On the 15th March Barclays announced the repositioning of their brand. The stills above show one of their new television adverts centred around trust – allowing the customer to keep their eye on their money. For those of you who have not seen the advert there are three safes and they run around with you having to guess the safe that has the bag of money in. The advert has a very playful feel and I don't think it is but the narrator sounds very similar to Jimmy Carr. The interesting idea about the advert is that once you have seen the advert then you kind of know what is going to happen. This is the case with all adverts but with this one in particular you can imagine the advert can become stale very quickly.
So for me this week was a stroke of genius the advert has once again been aired and initially it looks exactly the same, however the voice over is different and they have filmed a slightly different sequence. I therefore like the idea of an awareness of things becoming 'old news'. The shock of the new has been used to keep the message fresh to the customer.
It's a bit like a brand new car, I always remember the first time I saw a Fiat Coupe, it was so different in design from any other car at the time, it was the first time I thought of a non-supercar being beautiful. Now over many years I feel very different and it seems boring. In time you things are taken fro granted and so it is always for a brand to refresh itself in someway.
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