Ad of the Day: Halifax peeks behind the curtain of British homes in well-timed spot
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