Power Up Your Pocket
A credit card spends most of its time in a pocket, so that’s where this ad starts.
The Concept
A lot of credit advertising picks up at the point of spending, with a card at a till or a total on a checkout page. We wanted the moment before that, when the card’s sitting in someone’s jeans and they know it’s there if they need it.
So the ad opens low and close on a pair of jeans, with a hand tucked into the front pocket. The card comes out and goes right up to the lens, and with the camera down below, it fills most of the frame for a beat before anything else comes in.
The line is “Power up your pocket.” It lands at the end on its own, by which point you’ve already watched the card come out of one.
Making It Move
At around seven seconds in 9x16 there isn’t time for a voiceover or a supporting scene, so the product points go on the card itself. As it reaches the lens, three frosted labels slide out from behind one another with competitive rates, fast decisions and no prepayment fees, and because they’re see-through you can still make out the card underneath.
Then it cuts to Avant blue fading into black, with the diagonal pattern from the brand system running behind the logo and the line set in italic caps.
Everything else is kept plain. It’s a grey studio, a brown hoodie and a pair of blue jeans, which leaves the card as the brightest thing in the frame. What we were going for was a card that feels like part of what you’d grab on the way out the door.
