This :60 anthem spot for the new Santander Bank campaign conceived by Arnold Worldwide tells the story of a lost (and animated) piggy that has gone missing. The spot’s lighthearted tone with a sense of whimsy is a departure from the advertising norm in the banking category.
Directed by Daniel Kleinman of Rattling Stick with VFX by Framestore, “Piggy” opens with a little girl and her father posting “Lost” signs around their neighborhood. We soon find the small pig wandering around the city overwhelmed by the lumbering trucks, towering buildings and curious pedestrians. A group of young boys comes across the little guy and upon picking him up, they hear change rattle inside. Perplexed and curious, they shake the pig harder. This ruckus causes a banker, inside a nearby Santander branch, to take notice. He runs out to the aid of the little pig causing the boys to drop him and scatter. Unexpectedly, when the pig impacts the ground, it shatters into pieces sending coins all over the sidewalk.
The banker scoops up the broken pig, brings it home and begins gluing it back together. As he puts the final piece on, it comes back to life. He then cleans him up, puts the change back in him and takes him for a walk. This is when the banker comes across the “Lost” sign, and realizes that his new little friend actually belongs to someone else. The feel-good story closes with the banker returning the rehabilitated pet piggy bank back to the little girl.
A narrator punctuates the end, “At Santander Bank, we want you to prosper. That’s why we treat you and your money just like you would–with respect. And respect adds up.”
