Is marketing better in black and white?

Very clever ad from First Direct.

They show clips from old films of people getting treats from friendly retailers – a buttonhole from the florist, a bone for the dog from the butcher, a lollipop from the corner shop – all part of the nostalgia for traditional customer service in an uncertain consumer world.

(They are not alone: other current ads using old film promote products as diverse as baked beans, yoghurt and energy suppliers.)

The punchline – ‘banking is better in black & white’ – plays on First Direct (or rather trendily lower case first direct) branding.

It’s a great ad. And it cunningly ignores the fact that as an internet bank, one thing first direct is not about is old-fashioned, face-to-face, high street service.


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