Barclays’ new video delivers what advertisers strive for but so few are able to deliver:

The video has a simple but powerful message, it is memorable and it is very well produced.  Sure,  when you’re the worlds fourth largest financial institution you can afford to invest in quality, but spending money is no guarantee of success. Barclay’s does a great job of positioning itself against the current backdrop of global uncertainty as a pillar of strength, a place to turn that isn’t a house of cards or a financial facade.

Is it true?

Who knows? They bought Lehman Brothers last September and inherited a ridiculous amount of debt. China and Qatar now own (and control) a big piece of the company. But it’s advertising we’re talking about here – it’s perceptions that matter. This ad delivers a very convincing message – Barclay’s is un-fake, it’s solid, it’s there when you need it – when everything else around you seems to be falling apart. That’s  a powerful message.

The production values are incredible. It feels more like a movie than an ad and it manages to build your interest right up until the big payoff at the end. I doubt it will make big viral numbers and it won’t have the same impact if it is cut down to 30 seconds. This would be a great ad to run at movie theatres.  (I hate movie theatre ads too… unless they are really good.)

If Barclay’s reality matches the perceptions delivered in this ad then they are in good shape. If not, they’ve still done a great job at positioning themselves in a turbulent financial marketplace.