{"id":70413,"date":"2013-08-05T17:44:41","date_gmt":"2013-08-05T17:44:41","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/ad-of-the-week-clydesdale\/"},"modified":"2013-08-05T17:44:41","modified_gmt":"2013-08-05T17:44:41","slug":"ad-of-the-week-clydesdale","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-clydesdale\/","title":{"rendered":"Ad of the week – Clydesdale Bank ‘We care about here’"},"content":{"rendered":"

It\u2019s fair to say that the popularity of banks has diminished since the economic downturn. Clydesdale Bank\u2019s new advertisement<\/a> effectively addresses this by reinforcing the message that the Bank\u2019s purpose is to support its customers. The tagline \u2018We care about here\u2019 positions Clydesdale as a local bank with an understanding and appreciation of the clients who walk through its doors.
\nThe advert is set in Scotland, and uses a documentary-style format and voiceover to show local heroes at work, with an intimate soundtrack by Benjamin Britten. It follows trawlermen working amidst stormy seas, firemen fighting a blaze and veterinary surgeons operating on a horse. The narrator\u2019s Scottish accent helps to localise the advert, and the focus on traditionally heroic and inspiring professions shows Clydesdale\u2019s appreciation for their actions.
\nWith the acknowledgement of the fact that Clydesdale Bank isn\u2019t doing these things, comes the supporting line \u2018we\u2019re proud to serve the people that do\u2019. While the Bank may not fight fires, it acts as an important facilitator to the lives of those who do, and is proud to do so.
\nThe advert concludes as the camera pans out to show a small, intimate Clydesdale Bank branch in the centre of a bustling town. A man parks his bike without locking it and enters the bank, giving a message of confidence and security, as the narrator states: \u2018For over 175 years we\u2019ve stayed close to home, never losing touch with what people really need.\u2019 Again, this dissociates Clydesdale from the stereotypically impersonal banking industry, and positions it as a local but experienced bank that customers can trust. It\u2019s an emotive advert in which the copy, \u2018We care about here\u2019, is central, and is effectively played out in the film.
\nWe’re proud to work with Clydesdale Bank – you can read more about how we help them here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s fair to say that the popularity of banks has diminished since the economic downturn. Clydesdale Bank\u2019s new advertisement effectively addresses this by reinforcing the message that the Bank\u2019s purpose is to support its customers. The tagline \u2018We care about here\u2019 positions Clydesdale as a local bank with an understanding and appreciation of the clients […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,448],"tags":[],"class_list":["post-70413","post","type-post","status-publish","format-standard","hentry","category-copywriting-us","category-digital-copywriting-us"],"acf":[],"yoast_head":"\nAd of the week - Clydesdale Bank 'We care about here' - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-clydesdale\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ad of the week - Clydesdale Bank 'We care about here' - Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"It\u2019s fair to say that the popularity of banks has diminished since the economic downturn. 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