Banking group Barclays has enlisted US tennis star Frances Tiafoe for a new integrated campaign ahead of its partnership with the upcoming Wimbledon Championships.
Developed by Barclays’ creative agency of record VCCP in its first campaign since securing the brand’s global account, ‘Moments That Matter’ dramatises the “pivotal role of support that the right partner can play,” on Centre Court, in life and in business.
Centred around a 30-second spot set during match point at Wimbledon, the film freezes time to spotlight the power of support, either from a courtside coach, or a financial partner.
“It’s in the moments that matter where the right support makes the biggest difference. Whether it’s a coach courtside or a financial partner in your corner, this campaign celebrates what can be achieved with the right partner supporting you,” said Simon Groves, global managing director of brand, creative and media at Barclays.
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“We’re proud to be that partner for our customers and clients, and to bring that message to life through our partnership with The Championships, Wimbledon,” he added.
Directed by Academy Films’ Billy Boyd-Cape, the clip launches today (25 June) across TV, video-on-demand, out-of-home and press in the UK and US, with support from M&C Saatchi. Media planning and buying was handled by OMD.
Chris Birch and Jonny Parker, chief creative officers at VCCP said: “We wanted to capture the way time stretches in those big moments – when one serve or one decision could change everything. Sport delivers those moments in technicolour, and Wimbledon is the cultural high point of the summer.
“Everyone recognises the feeling of time freezing in a big moment – whether you’re on Centre Court or just facing a make-or-break moment in your own life. It’s cinematic and grounded in truth. With nearly as much drama as Wimbledon itself.”
