TV duo Ant and Dec have opened their own bank after revealing it has been a “life-long dream” to work in the financial sector in a tongue-in-cheek ad.
Cameras went behind the scenes at the boys' new HQ, where they claim the TV stuff was always just a gateway to their “real passion" of banking.
The pair say they have found a gap in the market because no one had really heard of banks before they did it, adding that the key to their success is not having keys.
The bank of ‘Antandec’ was launched on Monday to mark a new multi-year partnership with Santander UK.
Keith Moor, CMO at Santander said: “We are thrilled to have Ant and Dec on board at this very exciting time for Santander UK.
“The concept behind the campaign and its speed to market is testament both to the power of a great idea and the synergy between the duo and the bank.
"We look forward to working closely with them over the years to come.”
The Antandec campaign – a play on the name Santander – will focus on how Santander helps customers realise their aspirations, in a light-hearted and engaging way.
It will utilise the bank’s comprehensive research into its customers to help bring to life the products and services that answer genuine customer needs, while using the comical bank of ‘Antandec’ and its somewhat less practical product solutions, as an amusing counterpoint.
The campaign is set to run across digital display, video on demand, online video, cinema, TV, social, outdoor digital screens, radio and the bank’s owned channels, including its branches and the Santander UK website.
Ant said: “We’re really excited to be partnering with Santander.
"They presented us with a really fun creative which we couldn’t resist, who would say no to having their own bank brought to life.
“We really hope people love the campaign as much as we do and along with enjoying the humour can see how Santander can help people with whatever their banking needs may be.”
In a Santander-first, the company’s workforce will be invited to join Ant and Dec and take on the role of brand ambassadors themselves, activating the campaign on social media before the first advert airs on TV.
Santander staff and the public will be invited to access a dedicated microsite, where they will be able to watch a preview of the adverts and see behind-the-scenes footage, as well as share the campaign across their social media channels.
The bank has worked with a number of high-profile British personalities since 2007, including Olympic gold medallist Jessica Ennis and Formula 1 World Champion Jenson Button, both of who continue to act as brand ambassadors for the British bank.
