Halifax is moving away from using famous film and TV characters in its advertising, adopting a different approach that will see it celebrate how it helps customers 'Make It Happen' when it comes to life's big moments.
Created by Adam&EveDDB, the brand refresh aims to make the bank "more modern and more relevant".
The first TV ad celebrates the feeling of excitement that comes with owning a new home. The story is told from the perspective of a slinky toy spring that comes to life, seeing a new world of possibility after relocating with its family. The playful spot is set to the funky sound of 70s track ‘Jungle Boogie’ by Kool and the Gang.
It was broadcast for the first time on Saturday (6 April) during ITV's Britain’s Got Talent. Iterations will also feature in branch and online, as well as social media.
The move marks a departure from the brand reworking TV and movie classics like Top Cat and The Wizard of Oz to promote its services.
As part of the refresh, the Halifax 'X' logo has been updated, with bolder colours and simplified design that's better suited to digital environments.
Catherine Kehoe, managing director, group brands and marketing, Halifax, added: “We’re very excited to be re-launching the Halifax brand with a new strategy, visual identity and advertising campaign that makes Halifax more modern, distinctive and relevant.
She described the new proposition as "an action orientated brand promise that responds to what customers are looking for in their lives – a bank that enables them to achieve what’s important to them and their families in an easy, straightforward way".