By Amy Houston | Senior Reporter

February 1, 2023 | 3 min read

The brand hopes to move away from boring and impersonal campaigns about money.

Financial services company AJ Bell is putting its name to the test with an extravagant ad campaign. The 60-second spot sees various characters like a magician, a chess player and a cat all moving and shaking to a reworked version of the classic hit tune Ring My Bell.

The brand campaign, titled ‘Feel Good, Investing,’ hopes to focus on the happiness people feel when they can take control of their financial future.

Charlie Musson, brand director at the firm, said: “We’re excited to offer people a fresh perspective on investing, turning something that can seem daunting into a positive, empowering experience.”

It’s the first piece of work from Pablo London for the banking brand. Dan Watts, executive creative director at Pablo, had this to say: “Making the complex simple and the mundane fun, is what good communication and great service aim to do. AJ Bell brings a real feel-good factor to the category, and the team has captured that feeling with bells on. Obviously.”

Shot by Zac Ella from Agile, the ad will be further amplified by radio, print and a series of digital executions.



Executive creative director: Dan Watts

Creative directors: Charlie Gee and Tian Murphy

Creatives: Charlie Gee, Tian Murphy, Chris Bovill and John Allison

Founding partner: Gareth Mercer

Business director: Piers Raffo

Account manager: Lucy D’Urso

Chief strategy officer: Mark Sng

Planning director: Joan Devereux

Senior producer: Adrianne Godfrey

Senior project manager: Kelly Watts

Head of production: Tom Moxham

Business affairs: Suzi Wilson

AJ Bell

Founder: Andy Bell

Chief executive officer: Michael Summersgill

Brand and PR director: Charlie Musson

Head of brand: Zoe Lawrie

Managing director D2C: Kevin Doran

Head of customer D2C: Claire Crisford

Senior customer acquisition manager: Anna Champ

Agile Films

Director: Zac Ella

Producer: Lucy Hayes

Exec producer: Felicity Hutcheson

Production manager: Becky Thompson

Production company: Agile Films

Director of photography: Spike Morris

Production designer: David Hamilton

Service production company: Family Production

Exec producer: Anastasiya Bukovska

Producer: Tanya Kurmaz

Edit house: Shift Post

Editor: Saam Hodivala

Edit assistant: Adam Buckmaster

Edit house producer: Kirsty Oldfield

Post-production: Agile Studios

VFX lead: Chris Dunleavy

Post-producer: Jenn Sanders

Online editor: Mossie Cassidy

Animators: Chris Jones, Matt King, Eduardo Oliveira and Thomas Dunleavy

Colorist: Alex Gregory at No.8

Sound engineer: Ben Leeves

Sound studio: Jungle Studios

Music agency: Birdbrain

Music supervisors: Niall Rogers and Thomas Dwarswaard

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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