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Engine enlists the Switch Guarantee Guy for new integrated Current Account Switch Service campaign

Partners Andrews Aldridge enlists The Full Monty director Peter Cattaneo to shoot new spot

Engine enlists the Switch Guarantee Guy for new integrated Current Account Switch Service campaign

Link to TV ad

Bacs, the not-for-profit organisation behind Direct Debit and the Current Account Switch Service in the UK, is promoting the current account switch guarantee through a new integrated campaign created by Engine.

The campaign is fronted by the Switch Guarantee Guy, an ultra-smooth character who’s spreading the word that it’s never been easier for UK customers to switch current accounts.

The work incorporates TV, cinema, radio, social media and press activity. A new website has also been launched to provide customers with help and support on how to switch, as well as listing the participating banks and building societies.

Creative work was led by Engine’s customer engagement specialists Partners Andrews Aldridge. Engine Media and The7Stars handled media planning and buying.

In the TV spot, the Switch Guy brings to life the benefits of the Current Account Switch Service through an adaptation of Isaac Hayes’ classic ‘Shaft’ theme tune. The new arrangement was conducted by iconic composer John Altman and performed specially by a 25-piece orchestra at Angel Studios.

Peter Cattaneo, director of The Full Monty, The Rocker and Lucky Break, directed the ad. It will run in 40-second and 20-second versions across all major commercial TV channels throughout September.

So far 3 million people have already switched seamlessly using the free-to-use Current Account Switch Service, which helps individuals, small businesses, charities and trusts move their current accounts between banks and building societies in a simple, reliable and stress free manner.

More than 40 banks and building society brands are now part of the service and over 99% of UK current accounts are covered.

Steve Aldridge, Executive Creative Director of Engine, says: “This campaign marks a real step-change for Bacs, moving from awareness-driven advertising to a marketing campaign that builds confidence and trust in the service. We think it’s a really interesting and powerful way of bringing the service to life.”

Anne Pieckielon, Director of Product and Strategy at Bacs, says: “Over 3 million people have already taken advantage of the current account switch service, and we believe that our new Switch Guy will help even more understand the great benefits of simple and stress-free switching.

Creative Agency

Creative Agency: Engine

Creative Director: Richard Worrow and Ross Newton

Copywriter: Jenna Thomas, Helen Sharp

Art Director: Bilel Labjaoui, James Fairburn, Carole Eppleston

Producer: Rowena Jeffreys-Jones

Executive Creative Director: Steve Aldridge

Designer: Dave Jupp

Senior Account Director: Diane Gracie

Account Executive: Phoebe Newman

Project Manager: Irene Goss

Head of Design: Guy Sexty

Account Manager: Melita McMaster, Celia Taylor

Account Director: Sam Paiolo

Production Company

Directors: Peter Cattaneo - Academy Films

Category: Finance/insurance