Ad of the Day: Schwarzenegger says 'hasta la vista' to PPI as deadline approaches

Arnold Schwarzenegger fronts the FCA's new ad pushing the PPI deadline

The Financial Conduct Authority (FCA) has recruited Arnold Schwarzenegger to kickstart the countdown to 2019’s PPI complaints deadline.

Launched this week, the advert from M&C Saatchi features an animatronic model of the action star’s head encouraging people to make a complaint before the 29 August 2019 deadline.

“Our campaign aims to cut through the noise on PPI,” said Andrew Bailey, chief executive of the FCA.

“We want to encourage people to decide whether to find out if they had PPI and whether to complain or not. Our message, and Arnie’s, is ‘do it now’ and I urge people to make a decision before the deadline.”

The £42m campaign is being paid for by the 18 firms including banks, building societies and credit card companies who had the most PPI complaints.

The robotic Schwarzenegger features in scenes reminiscent of the Terminator’s dogged pursuit of Sarah Connor.

Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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