Santander is launching a significant campaign for its flagship Edge Current Account, which is one of their most ambitious in recent memory. A two-phase rollout that will fascinate audiences over the next few weeks is what the campaign promises. Beginning with a high-profile ITV television ad, the campaign’s premiere has already taken a cheeky turn when some jovial competitors messed with it.
An Operation of Epic Scale
The project is a testament to the outstanding cooperation that Santander’s internal teams have with prestigious partners like as Carat, House 337, IPG Studios, and others. Director of marketing Dan Sherwood has taken delight in the teamwork behind the campaign, acknowledging everyone’s unrelenting commitment and late nights. The large-scale nature of this launch is indicative of Santander’s dedication to making its Edge Current Account a top offering in the market.
Step into the Bank of Antandec
The ad highlights a lighthearted competition with the Bank of Antandec, whose CEOs—played by popular TV personalities Ant & Dec—have returned for two brand-new episodes of the critically acclaimed series. The pair’s most recent campaign has a TV spot that is formatted like a news report, with seasoned journalist Jon Snow joining them. It features a report by Snow on Santander’s spectacular stunt, in which the ‘Edge’ emblem is projected onto the White Cliffs of Dover. The narrative takes a turn when it becomes apparent that jokers, the CEOs of the Bank of Antandec, have altered the projected word from “Edge” to “SausEdge.” Leaked CCTV footage captures them in the act.
The Competition Emerges
In the second installment, the CEOs of Bank of Antandec investigate the company’s headquarters and learn that their own employees are profiting from Santander’s Edge account. Starting on May 3rd, the campaign will be broadcast across digital, radio, TV, and out-of-home platforms. Highlights include a live projection at Liverpool Albert Dock and branded ‘edges’ in major cities such as Newcastle and London.
Excited by the campaign, Jo Moore, executive creative director at House 337, emphasised that it represents the Bank of Antandec’s most ambitious excursion in recent memory. Mitre Studios’ Gemma Nightingale emphasised how the partnership combines wisdom and comedy to highlight Santander’s products.
Financial Innovation’s Periphery
The Santander Edge Current Account is more than simply a product; it is an innovative banking concept that blends short-term advantages with long-term management. Sherwood expressed assurance that users of the account will be able to better manage their money while saving for the future. With the campaign, Santander is demonstrating how the Edge account is unique in the market and reaffirming its goal of expanding its customer base inside its banking network.
The ad has a humorous yet captivating story thanks to the collaboration with House 337 and the creative team’s lighthearted depiction of the competition with the Bank of Antandec. The commercial highlights Santander’s most recent product, the Edge account, in a unique and distinctive way, by fusing fun, nostalgia, and a hint of sabotage.
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