Skipton Building Society has launched the second step in its integrated brand repositioning campaign.
This is the second execution in the campaign to launch since the North Yorkshire-based building society appointed London agency Red Brick Road following a competitive pitch in 2024.
Whilst the new Founded on Fairness brand platform signals a renewed focus on the company’s purpose: “to help more people have a home, save for life ahead and support long-term financial wellbeing,” this new execution in the series focuses on the difficulties faced by first-time buyers, when trying to get onto the property ladder.
The new TV spot, made by Red Brick Road and directed by Ric Cantor with Knucklehead, with media planning and buying through Manchester and Edinburgh-based Republic of Media, brings to life the struggle of getting onto the property ladder through an unusual and humorous scenario. The spot again features character actor Simon Farnaby, best known for his performances in Ghosts and The Detectorists. Farnaby plays an anti-hero, who is treating his unsuspecting victims unfairly. Skipton Building Society, in contrast, is the embodiment of all things fair.
This new spot debuted last night (5th of January) and shows a young couple on a Rickshaw ride, heading up a steep hill. They realise that the Rickshaw driver is not pedalling at all, and they are, very unfairly, doing all the work. We realise that the steep hill represents the property ladder, and their struggle to reach the top reflects the very real struggle that many people face when trying to buy their first home. Skipton can of course, support first-time buyers with their range of innovative mortgage products and helpful approach.
The spot is airing on Linear, VOD and SVOD and is also supported by a national cinema and social campaign and it is the next step in a wider brand refresh that seeks to position Skipton as the fair building society, and a better alternative to the high-street banks. This execution is aimed at a younger segment of the market, particularly those who are trying to buy their first homes.
Steven Glass, head of brand at Skipton Building Society, said: “It’s with great pleasure that we launch this next step on the road to a Fairer financial future for all. We know that people want financial institutions that act with integrity, and the Skipton differences: being member owned, putting people first, and demonstrating fairness in products, policies and services are more motivating than ever. Fairness is a founding principle for the business. So, this campaign has always felt the right way to bring that to life.”
Leigh Herbert, MD of Republic of Media, added: “This campaign is a powerful expression of what makes Skipton different – a genuine commitment to fairness, membership and putting people first at a time when those values matter more than ever. Our job has been to make sure that message shows up in the right moments and environments, reaching people who are feeling locked out of the system and need to hear that a fairer alternative exists. As our first campaign together, it’s set a strong foundation for how Skipton’s purpose can be brought to life consistently and credibly through every touchpoint.”
