ABOUT

The integrated campaign, developed for Santander by WCRS and Carat, will launch with a 90” TV commercial on ITV. Created by WCRS and directed by Steve Reeves (Another Film company), ‘Three words’ is a collection of vignettes which depicts everyday words being used to describe a variety of people and things, such as a mother, a brother and an athlete.

The idea is that everything in life can be summed up in three words and that is reflected in Santander’s belief of what a bank should be, ‘Simple, Personal and Fair’. These words have also been worked into much of what Santander bank has been doing over the past 18 months, and will continue to do, in terms of product development and innovation.

The campaign continues to feature the brand ambassadors Jessica Ennis-Hill, Rory McIlroy and Jenson Button, but in the 90” spot they are used as part of the story, rather than the protagonists, to help build the story and establish the new positioning.

The TV will be accompanied by product spots led by the three ambassadors as well as a large digital, outdoor, cinema, digital and press campaign, as well as reflected in all branch communications.