Introducing…The Bank of Antandec

Monday 3rd June: Today Santander launches a new campaign taking the unusual step of focusing on the latest competitor to join the banking sector.

Introducing Antandec, a surprising new venture from national treasures Anthony McPartlin and Declan Donnelly.

As cameras go behind the scenes at the boys' new HQ, we learn the unexpected news that Ant and Dec's dream has always been to launch their own bank. Ironically, their new creation bears a rather spooky resemblance to Santander.

The TV ad introduces Antandec's core brand values, before revealing their plans to launch tiny Antandecoffee shops in each of their branches. Why? So, they can save their customers money on their daily caffeine fix, which in turn they can put towards paying off their mortgage sooner.

As Ant puts it in the ad, it's "genius".

Meanwhile, Santander is launching its mortgage overpayment calculator; a quicker, easier way to find out how you could take time off your mortgage.

Over the last 12 months, Santander has worked on a comprehensive review of its marketing strategy, including extensive research into the needs of its customers. Recognising that life is full of possibilities, Santander is committed to finding new ways to help people realise them and create a better future for themselves and the people they care about. The multi-year partnership with Ant and Dec will utilise that insight and bring to life the need for products and services that answer genuine consumer needs, using Antandec's somewhat less practical product solutions as an amusing counterpoint.

The new campaign was developed by ENGINE and directed by Declan Lowney at Another Film Company. The partnership with Ant and Dec was facilitated by leading talent agency YMU Group. Carat has planned a fully integrated media approach that will see the campaign roll out on TV, cinema, OOH, print, social, digital display and radio alongside a dedicated microsite.

In a first for the brand, Santander colleagues will launch the campaign on 3rd June through their own social media.

Keith Moor, Santander's Chief Marketing Officer, said: "We are thrilled to have Ant & Dec on board at this very exciting time for Santander UK. The concept behind the campaign and its speed to market is testament both to the power of a great idea and the synergy between the duo and the bank.”

Billy Faithfull, Chief Creative Officer, ENGINE, said: "In the search for a little magic, you have to give every idea a chance to shine. Even the silliest of ideas should be taken seriously. So, when it’s thrown into conversation that Ant and Dec sounds a bit like Santander you can’t ignore that, it’s an absolute gift. It was one of those ideas that you keep parking for good reason, but keeps coming back, more powerful than before. And the more we let it back in the room, the more funny, famous and memorable it became. Nothing else stood a chance."

Jen Wiseman-Davies, Head of Communic-Innovation, The Bank of Antandec, said: “We’re not really sure what the fuss is about, I mean, it’s like, Ant and Dec? And it’s like, a bank? It’s a marriage made in heaven, or whatever. It's a nonsense that Antandec is some sort of rip off of Santander. Total rubbish. The logos don’t even look the same. Theirs is white and red, ours is red and white.”