"Shared Experience" TV Adverts: Halifax "A little extra help"

"Shared Experience" advertising; TV spots that are filmed in public places with, ostensibly, actual reactions from passers-by. They seemed to begin in earnest after the very successful Fallon adverts for the Sony Bravia.

I have written before regarding the affect of those award wining spots, and so much seems to stem from them when analysed. The halcyon photography, folk music soundtrack and vérité direction, has been endlessly emulated from Orange to Berocca. Some work, others are embarrassing.

Take a look at the latest from Halifax, their first advert to depart from the apparently troubled relationship with Howard, the previous face of the company:



Again, they have filled their advertising with actual members of their staff, and they should be commended for that, especially when those chosen are able to convey the required level of sincerity.


But they have altered the style and approach of their advertising campaign dramatically, approaching the established Delaney Lund Knox Warren & Partners to create something for these problematic times in the financial sector. The design agency's website contains this explanation of the project:

"Since 2000, the Halifax brand enjoyed huge success on the back of a range of strong, value-led propositions, high-impact, comparative advertising and an optimistic brand personality that differentiated it from the Big 4 banks. Over the last few years, the bank has been shifting the emphasis from a product to a customer focus and in 2009 decided to launch a new campaign to bring that change to life and demonstrate how Halifax looks after customers and rewards them for their business. The campaign powerfully dramatises the way Halifax colleagues work together to give their customers 'a little extra help'".

DLKW are familiar with working with large companies, but were hardly the agency to approach for anything challenging. Their clients include a list of Play Safers - Vauxhall, Opel, Burger King - brands that fit into the public consciousness inconspicuously by using attractive people and familiar settings. But nonetheless, Halifax chose them attempt to play in more off the wall territory.

The spot is not without its merits; well shot, with some imaginative camera angles, and undeniably good stunt coordination. What lets it down though is the saccharine sentiments, and insensitivity to those affected by the bank's errors of judgement.

We are expected to admire the smooth team work that produces such effortless communication with their customers, and yet are instead left wondering at the inefficiency of what appears to be an over staffed business. Their employees are reduced to a public spectacle.


The focus, according to DLKW, is the customer, but the interactions between staff and customers are contrived and syrupy, scuppering the supposed documentary approach. Extensive efforts have been taken to cause us to wonder at the fluidity of Halifax, as they run around with a peculiar, fervourous hivemind. Conversely, I was left musing over the enormous waste of energy used, especially considering there were abundant stairs available in the two human pyramid scenes.

I will mention briefly the issues that arise from the banking crisis, as to ignore them is pointless. Halifax is one of the many brands under the RBS banner, along with HBOS, now owned by Lloyds. Their well documented style of banking has contributed to the recession the United Kingdom has entered, and they have received a great deal of money from the government. It is for you to consider whether the five pounds they are offering customers is a worthy cause for celebration.

TITLE
A little extra help

CLIENT
Halifax

SOUNDTRACK
Born Ruffins - Little Garcon

LOCATION
Auckland, New Zealand

AGENCY
Delaney Lund Knox Warren & Partners

DIRECTOR
Garth Davis