Ad of the Day: AJ Bell introduces host of eccentric ringing characters
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.
Credits
Pablo
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.