First Direct looks to show it is ‘unexpected’ in integrated campaign featuring talking platypus and beatboxing birds

First Direct has unveiled a new campaign with JWT London, which is set to run across TV, press, digital and outdoor media, with the aim of promoting the ‘unexpected’ bank.

JWT worked with visual effects company MPC to create the TV ad, which features a talking platypus called Barry, and will air from Monday 27 May.

A series of outdoor and print ads look to show the personality of the brand, including one which reads ‘Picture a row of birds chirping. We’re the one beatboxing.’

Lisa Wood, First Direct’s head of marketing, said: “It’s turning into quite a year for us at first direct. We recently put our name to the first direct arena in our home town of Leeds and now we’re back on TV with a great new campaign which highlights the un-bank like nature of the brand.

“The aim of the campaign is to show customers there is an alternative to the high street banks, highlight why we’re different to a wider audience and also reconnect with our loyal customers in a more physical form.”

The campaign will run in the UK through to November and is the first major campaign that the bank has run in recent years.

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