BACs Current Account Switch Service | Switch Guarantee
The Current Account Switch Service is a service that helps customers switch bank/building society accounts in the UK.More than 40 banks and building societies are part of the service and covering over 99% of UK current accounts.
The new advert 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.
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.
Del worked alongside Oscar nominated Peter Cattaneo, director of The Full Monty, to hone the newly created character in his delivery and action, filling the screen with energy and humour that would make a him memorable and a household name.
Switch Guarantee Guy’s journey was choreographed to appear effortless, grooving to the music and the beat as well as taking into account the smooth transitions required in the final edit. Rehearsing with with the lead actor Del honed SGG’s interaction with passers by and explored how to make the most of the locations with action that echoed the lyrics in the music. For example, cooly sliding down a handrail or mimicking the opening automatic sliding doors.
With recent basic dance moves like the ‘dab’ or the ‘whip’ becoming cultural memes, a signature move was developed to encapsulates the notion of “Switch” that could easily relate and be replicated by the public.
The result is a feel-good, upbeat spot using a creative and powerful way of bringing the service and “can do” message to life.
Awards & Honours:
Winner – Marketing Campaign of the Year – Emerging Payments Awards
Winner [Silver Award] – Public Sector Campaign of the Year – Direct Marketing Association (DMA) Awards