ABOUT

Capital One UK is committed to helping customers succeed with credit, empowering them to make good financial decisions and ensuring transparency and trust in credit services. With a long-standing reputation for fairness, the brand continues to change the world of credit for the better, one (small) good thing at a time.

The credit industry often leaves consumers wary due to hidden fees and misleading terms. Capital One UK aimed to reinforce its reputation as a fair and transparent credit provider by ensuring customers understand exactly what they are signing up for. 

Building on the successful "One Good Thing" brand platform, we sought to creatively communicate the importance of checking before committing. In a low interest and competitive category, we also needed to ensure distinction. Research indicated that humour and playfulness resonate well with audiences, something most financial services brands avoid. This provided an opportunity to deliver our message in an engaging and memorable way.

We developed a multi-channel campaign showcasing Capital One UK’s commitment to transparency in credit. The concept revolved around the idea that failing to check before committing can lead to unexpected surprises. Our campaign humorously highlighted this by drawing parallels between credit decisions and real-life scenarios where things don’t turn out as expected.

The flagship film follows the story of Stu, who impulsively buys what he believes to be a puppy, only to find himself caring for a mischievous badger. Meanwhile, his partner Alex makes a more informed decision – she checks before committing, just like Capital One UK customers who know exactly what they’re signing up for.

Directed by Ninian Doff of RESET, the film utilised cutting-edge CGI and VFX by Black Kite Studios to bring the badger to life. Photographs of a European Badger skeleton from the Grant Museum of Zoology were used to accurately design the character, blending realism with comedic exaggeration.

Results:
Outranks any other finance ad on air right now
Top 10 best testing ad for the finance sector in System1 history
3.8 vs category average of 1.6