Intelligent Finance is set to launch its first TV campaign since it moved its business out of The Union to appoint Campbell Doyle Dye the £8million marketing account.
The bank's new strapline, "Until money grows on trees", positions Intelligent Finance as second only to the ultimate – a money growing tree.
Duncan Movassaghi, IF’s marketing and products director, said: "Our new marketing identity and this TV campaign will build on the bank's remarkable growth as one of the leading direct financial providers. By using the theme of ‘working hard for your money,’ we're capturing what's right at the heart of Intelligent Finance – a modern bank with transparent products that offer customers great value."
Caspar Thykier, Managing Partner of CDD said: "Most people work incredibly hard for their money and want to know that whoever’s looking after it appreciates this fact. The ads are designed to show empathy with the endeavour put in to earn it."
In the first TV advert, a puppeteer is seen working hard for his money, pulling out all the stops in a dazzling display to a distinctly unappreciative audience – two teenage boys texting away.
The puppeteer will be one of four new TV adverts to be screened on selected terrestrial and satellite channels from April 12.