Connecting with small U.K. businesses throughout the pandemic, Barcklaycard Business has set its sights on growth, positioning itself as the go-to for all small and mid-sized enterprises (SMEs) looking for a partner to take their business to the next chapter. Towards that end, Droga5 London devised a campaign which includes this launch film for Barclaycard Business in the U.K.
Directed by Jeff Low of Biscuit Filmworks, the film opens in a hardware store with a business owner winding down what feels like a typical bank commercial for Barclaycard Business. The logo appears, signaling the end of the ad. But the footage keeps rolling as a customer engages her in what seems to be a completely irrelevant yet strangely intriguing philosophical debate. After all, if a hardware stores sells all its hammers, is it still a hardware store? What makes a hardware store truly a hardware store? The wryly existential discussion eventually winds back to payments and at the mention of her business, our SME owner snaps back to camera to continue the ad: because “the payment part is just the start”.
Chris Russell and Ahmed Ellabib were the Droga5 London creatives on the campaign.
