The Drum Awards Festival - Extended Deadline

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By Ellen Ormesher, Senior Reporter

January 16, 2023 | 3 min read

The brand’s ‘7:13’ ad premiered live on TVs across the country on January 16, at the same time as its namesake.

The latest campaign from banking group Halifax shows the realities of life in the UK at 7:13 pm as the 60-second spot sweeps throughout homes across the nation.

As the camera moves in a continuous cut across six different houses, it seeks to cement the bank’s role in creating a sense of home as a leading mortgage provider.

The work, created by New Commercial Arts, is the next iteration in Halifax’s ‘It’s a people thing’ campaign and includes TV, BVOD, cinema, OOH, print and social. The film was directed by Martin Werner through Academy.

Richard Warren, director of marketing communications at Lloyds Banking Group says: “Halifax’s ‘It’s a people thing’ positioning is rooted in an understanding of people’s real lives, and nothing is as real as what goes on behind closed doors.”

This is why Hannah White, managing director at New Commercial Arts says: “This is our most ambitious ‘It’s a people thing’ film yet.

“Capturing humanity in the unique Halifax way, while making a film that feels like one continuous shot through six homes was a huge technical challenge. One that [Werner] and the team managed to pull off superbly.”


Director, marketing communications: Richard Warren

Senior marketing manager: Lavern Mason

Marketing manager: Olivia Clarke

Assistant marketing manager: Emily Morrey

Assistant marketing manager: Connor Hong Mai

Founder, CCO: Ian Heartfield

Founder, CEO: James Murphy

Founder, CSO: David Golding

Creative director: Dan Seager

Creative director: Steve Hall

Managing director: Hannah White

Account director: Abdo Hafiz

Account manager: Toby Moynan

Strategist: John Blight

Director of production: Matt Craigie Atherton

Senior producer: Pamie Wikstrom

Project director: Sylvie Edwards

Design: King Henry Studios

Retouching: King Henry Soho

Production company: Academy

Director: Martin Werner

Producer: Steve Overs

Exec producer: Simon Cooper

DoP: Kaname Onoyama

Production manager: Rosie Pike

Production designer: Laura Ellis Cricks

Editing company: Assembly Rooms

Editor: Sam Rice-Edwards

Post-production: Black Kite

Post producer: Phil Whalley

VFX lead: Paul Wilmot

Audio post-production: King Lear

Sound designers: Jack Sedgwick

Media: Zenith

Creative Brand Strategy New Commercial Arts

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