Village Elder Speaks Out in Leo Burnett's New Co-op Bank Campaign

The Co-operative Bank has launched a new campaign as part of its continued reinvestment in its brand. The campaign maintains the theme of ‘For all the right reasons’ launched in October last year and aims to bring to life the Bank’s ethical credentials and drive customer acquisition of its current account by demonstrating its £125 switching offer, where every customer who switches receives £100 and a further £25 is donated to a choice of seven charities.

The TV ad (entitled ‘Wise Man’) was created by Leo Burnett London and features Thomas, a village elder from Malambo demonstrating some of the benefits of the current account, such as mobile banking and UK call centres, whilst showing how a range of charities can be supported both at home and abroad.

The Co-operative Bank worked closely with one of the selected charities, Oxfam in Tanzania, to find a suitable location to film the ad. Working with the local community, Thomas was selected to be the star of the film. 

Alastair Pegg, Marketing Director at The Co-operative Bank, said: “As a bank we wanted to bring to life the great work we have been able to support Oxfam with. It really does show the difference that can be made for all our of partner charities and reinforces our current account credentials. So if you want an ethical bank, we still remain the bank of choice for you.”

The Bank has invested £6 million in the campaign which will run for five weeks and spans off and online media, with a national and regional focus, encompassing TV, press, outdoor and digital channels including a strong social presence, with print work created by Dinosaur.