First Direct has introduced a provocative new brand platform that sees the new character Skunk call out the stinky truth about being skint.
Developed by creative agency Wunderman Thompson UK, the bank’s campaign intends to bring a whiff of hope to the stinkiest of financial situations in life. Whether it be the ‘broken’ housing market, the spiralling’ price of fuel, wage squeezes, inflation or the ‘disastrous’ cost-of-living crisis – the Skunk campaign intends to promote the bank’s range of helpful products and services.
The 40-second hero spot sees the skunk rant about the raft of financial issues that the youth of Britain are having to face today and how First Direct can help people through savings accounts and spending insights.
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The integrated campaign will be social-first, with activations taking place across Instagram, TikTok and YouTube. A mix of traditional and non-traditional out-of-home (OOH) formats will also feature across the country. To add to the various platform activations, the ads will also air on TV and video-on-demand across Channel 4, Sky and Netflix, including prime- time spots during Love Island. According to the bank, Xbox players will also be met with an interactive landing page experience challenging them to complete a first direct branded mini game for Xbox vouchers.
“This new campaign is here to demonstrate how first direct can help a generation of younger customers who are feeling more concerned than ever about their financial situations,” First Direct head of brand and marketing, Chris Wood, said.
“Skunk brings our offering to life perfectly, using relatable situations and clever quips to show how first direct’s products and services that can give people the chance to live a better life through the financial decisions they make.”
Wunderman Thompson UK executive creative director, Tom Drew, added: “The nation’s skint. And it stinks. It’s brilliant that a brand is brave enough to say it how it is in black and white.”
