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By Tony Connelly | Sports Marketing Reporter

March 24, 2017 | 2 min read

Halifax is siding with fellow British institution Thunderbirds for its new campaign which shows Lady Penelope’s long suffering butler Parker finally experience a change in fortunes.

The first ad in the campaign has been created by adam&eve DDB and ITV Studios Global Entertainment and will make its TV premiere on 25 March on ITV during Ant & Dec’s Saturday Night Takeaway.

In the ad, Lady Penelope’s butler Parker visits a Halifax branch with a letter and discovers that he has won the top prize of £500,000 in the Halifax Savers Prize Draw Superdraw.

In a twist from the longstanding narrative of the 1960s show, the ad then shows Parker imagining himself on a beach, cocktail in hand, while his boss Lady Penelope is back at the mansion unsuccessfully summing him with the bell.

The ad will promote Halifax’s biggest ever Superdraw in June, with two top prizes of £500,000 and 500 extra £100 prizes.

“Thunderbirds are fun and irreverent and make a great match with the Halifax brand – and both are British and iconic,” said Russell Galley, managing director at Halifax.

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Parker and Lady Penelope will also feature in branch, on outdoor posters and in online advertising. Other characters from the series will appear on social media, including top tips for saving from Brains aimed at encouraging young people to save.

The campaign will also tour shopping centres throughout the UK with a mobile savings game giving people the chance to win prizes.

In addition to leveraging the popularity of Thunderbirds, Halifax has also recently partnered with Warner Bros. in order to use the likes of Top and The Flintstones in its ad campaigns.

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