In late 2000, UK bank Halifax began a long-running television advertisement campaign featuring staff singing popular songs with the words changed to reflect its financial services products.
The campaign was the brainchild of DLKW Creative Directors Malcolm Green and Gary Betts, who had previously found fame when they launched the Gary Lineker Walkers Crisps campaign.[1] Auditions were held and Halifax employee Howard Brown was selected by Green and Betts to spearhead the new advertising drive for the bank in 2000.
Brown was the first and most frequently featured star of these adverts. His first advert saw him sing "Extra", a song with new lyrics by Malcolm Green, set to the tune of "Sex Bomb" (originally by Mousse T featuring Tom Jones) on Boxing Day 2000.[2] The Adverts topped Adwatch, the first time a bank had managed this feat in the survey's history.[3]
The practice continued following the merger with Bank of Scotland, with Bank of Scotland employees were also allowed to take part, which was fully taken into account In 2002 with the "Somethin' Stupid", which feature Howard and a Bank of Scotland employee.
In 2005, at the height of Brown's popularity he toured the branch network giving Halifax customers the chance to meet him, as part of the "Giving you Extra Tour". That same year, the original advert was ranked the 13th best advertisement of all time by ITV in a top 20 list and in 2009 it was ranked as the 18th best advertisement of the decade in another top 20 ITV list.
In December 2006, Natalie Webster and four other Halifax colleagues Richard Willoughby, Jilly Ellard, Nicola Roberts and Paul Dudley, flew to Johannesburg to film the "Halifax remix" of Aretha Franklin's Think. The advertisement was first shown in February 2007. Another advertisement featured Thomas Yau from Leeds singing a version of Herman's HermitsI'm into Something Good. It was first shown in January 2008, though was axed in August 2008.[4]
In 2008 following a review of its creative marketing campaign, company reappointed the then newly merged DLKW and Lowe agency, to revise its advert strategy to make it more serious,[5] As advert styles were too upbeat for the then gloomy economic climate. With the move away from its upbeat singing ads, in April 2008, Howard Brown no longer starred in any more Halifax adverts, instead taking a role in its public relations department.[6][7] Following the merger the Lloyds Bank, Halfax and Bank of Scotland took different routes for its advertisement.
Animated versionedit
In addition to the numerous singing and non singing adverts, between 2002 and 2006 an animated version of Brown also appearing in adverts, voiced by London actor Paul Shearer and created in conjunction with Paris-based animation stars Numéro Six, which used the "Who Gives You Extra?" at the end of each advert. The real Howard Brown has continued to appear in the live-action adverts. Further adverts were Written and art directed by Richard Lovell and Martin Cox at DLKW (London). In an interview with news agency Reuters, Brown said:
Being in the advertising campaign has changed my life tremendously. I sometimes feel like a popstar. People recognise me everywhere I go.
Bank of Scotlandedit
In 2004, the Bank Of Scotland dropped Howard from their versions of the adverts. The Bank of Scotland stated that Scottish customers could not stand him because he was "too in-your face, and particularly annoying". HBOS admitted mistakes have been made in promoting the new image north of the border, as it did not take into account the Bank of Scotland brand nor its heritage. The replacement advertising campaign instead feature Scottish members of staff, although the animated version of Howard were used north of the border.[8][9]
^"The bank that's hoping to cash in on our Ashley (After it withdrew".
April 13, 2024
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This article has multiple issues Please help improve it or discuss these issues on the talk page Learn how and when to remove these template messages This article s lead section may be too short to adequately summarize the key points Please consider expanding the lead to provide an accessible overview of all important aspects of the article May 2014 The topic of this article may not meet Wikipedia s general notability guideline Please help to demonstrate the notability of the topic by citing reliable secondary sources that are independent of the topic and provide significant coverage of it beyond a mere trivial mention If notability cannot be shown the article is likely to be merged redirected or deleted Find sources HBOS Marketing Campaign news newspapers books scholar JSTOR May 2014 Learn how and when to remove this template message Learn how and when to remove this template message In late 2000 UK bank Halifax began a long running television advertisement campaign featuring staff singing popular songs with the words changed to reflect its financial services products Contents 1 Campaign 2 Animated version 3 Bank of Scotland 4 Singing adverts 5 ReferencesCampaign editThe campaign was the brainchild of DLKW Creative Directors Malcolm Green and Gary Betts who had previously found fame when they launched the Gary Lineker Walkers Crisps campaign 1 Auditions were held and Halifax employee Howard Brown was selected by Green and Betts to spearhead the new advertising drive for the bank in 2000 Brown was the first and most frequently featured star of these adverts His first advert saw him sing Extra a song with new lyrics by Malcolm Green set to the tune of Sex Bomb originally by Mousse T featuring Tom Jones on Boxing Day 2000 2 The Adverts topped Adwatch the first time a bank had managed this feat in the survey s history 3 The practice continued following the merger with Bank of Scotland with Bank of Scotland employees were also allowed to take part which was fully taken into account In 2002 with the Somethin Stupid which feature Howard and a Bank of Scotland employee In 2005 at the height of Brown s popularity he toured the branch network giving Halifax customers the chance to meet him as part of the Giving you Extra Tour That same year the original advert was ranked the 13th best advertisement of all time by ITV in a top 20 list and in 2009 it was ranked as the 18th best advertisement of the decade in another top 20 ITV list In December 2006 Natalie Webster and four other Halifax colleagues Richard Willoughby Jilly Ellard Nicola Roberts and Paul Dudley flew to Johannesburg to film the Halifax remix of Aretha Franklin s Think The advertisement was first shown in February 2007 Another advertisement featured Thomas Yau from Leeds singing a version of Herman s Hermits I m into Something Good It was first shown in January 2008 though was axed in August 2008 4 In 2008 following a review of its creative marketing campaign company reappointed the then newly merged DLKW and Lowe agency to revise its advert strategy to make it more serious 5 As advert styles were too upbeat for the then gloomy economic climate With the move away from its upbeat singing ads in April 2008 Howard Brown no longer starred in any more Halifax adverts instead taking a role in its public relations department 6 7 Following the merger the Lloyds Bank Halfax and Bank of Scotland took different routes for its advertisement Animated version editIn addition to the numerous singing and non singing adverts between 2002 and 2006 an animated version of Brown also appearing in adverts voiced by London actor Paul Shearer and created in conjunction with Paris based animation stars Numero Six which used the Who Gives You Extra at the end of each advert The real Howard Brown has continued to appear in the live action adverts Further adverts were Written and art directed by Richard Lovell and Martin Cox at DLKW London In an interview with news agency Reuters Brown said Being in the advertising campaign has changed my life tremendously I sometimes feel like a popstar People recognise me everywhere I go Bank of Scotland editIn 2004 the Bank Of Scotland dropped Howard from their versions of the adverts The Bank of Scotland stated that Scottish customers could not stand him because he was too in your face and particularly annoying HBOS admitted mistakes have been made in promoting the new image north of the border as it did not take into account the Bank of Scotland brand nor its heritage The replacement advertising campaign instead feature Scottish members of staff although the animated version of Howard were used north of the border 8 9 Singing adverts edit2000 Extra set to the tune of Sex Bomb 2001 Set to the tune of Angel 2002 set to the tune of Ricky Martin s Livin la Vida Loca 2002 Set to the tune of Who Let the Dogs Out with Matt amp Mutt 2002 Somethin Stupid Howard with Joanna Bank of Scotland employee 2003 Just a Little by Liberty X with financial promotions in the lyrics 2004 Saving To the tune of Sailing by Rod Stewart Two versions created 2005 It s a First at Last My Extra Thing To the tune of You re the First the Last My Everything by Barry White 2006 We Give You Extra To the tune of Nu Flow by Big Brovaz 2007 Extra To the tune of Aretha Franklin s Think 2008 Something Good To the tune of Herman s Hermits I m into Something Good References edit ADVERTISING HANDBOOK By Helen Powell Jonathan Hardy Sarah Hawkin Iain MacRury ISBN 978 0 415 42311 3 Peck Tom 21 May 2011 Howard quits Halifax after bank decides his face no longer fits The Independent London http cws cengage co uk yeshin students halifax pdf bare URL PDF Knapton Sarah 7 August 2008 Halifax s Howard dropped as downturn bites London The Daily Telegraph Archived from the original on 12 August 2008 Retrieved 2010 02 01 Marketing Week marketing news opinion trends and jobs 17 May 2023 Howard Brown axed from Halifax adverts Birmingham Mail 21 April 2008 Retrieved 17 August 2008 Green Chris 7 August 2008 Howard s end he s too happy for a recession The Independent London Retrieved 4 August 2012 http www thefreelibrary com HOWARD S AWAY 3B Customers hated the singing banker a0123984964 Customers hated the singing banker By Stuart MacDonald Daily Record Glasgow Scotland Date Nov 3 2004 The bank that s hoping to cash in on our Ashley After it withdrew Retrieved from https en wikipedia org w index php title HBOS Marketing Campaign amp oldid 1155372819, wikipedia, wiki, book, books, library,
