Short-term lender Sunny promises 'Tomorrow will be Sunny' in 'New Dawn' campaign

Short-term credit provider Sunny has shifted its positioning to become a “stepping-stone to a brighter financial future” in its first advertising campaign since appointing St Luke’s.

The multi-million pound above-the-line campaign - 'New Dawn' covers brand TV, direct response TV, out of home and digital. A launch ‘manifesto’ advert introduces the brand with two subsequent spots showing how a Sunny loan can help customers overcome common challenges.

John-Paul Savant, chief executive at Sunny’ parent company Elevate International, commented: “The new campaign reflects our ambition to challenge the short-term lending market with products that solve real problems and offer a range of rates to help our customers progress towards a brighter financial future.”

Dan Hulse, managing director and planning partner at St Luke’s, added: “In a cynical market advertised by puppets and singing fruit, Sunny is setting a new agenda, and deserves a very different voice.”

The character stories featured in the ads are based upon research insights into the real and sensible needs of customers who turned to Sunny when they needed financial help in the short to medium term.

The campaign introduces the brand's new strapline - 'Tomorrow will be Sunny'.

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