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ADVERTISING CAMPAIGNS

Editor’s Pick. Barclaycard ‘Rollercoaster’ advert

Agency: BBH

Client: Barclaycard

Barclaycard has revealed the much anticipated sequel to its famous waterslide commercial. The new advert tells the story of an even more adventurous and innovative commute to work - on a rollercoaster.

The fast and exhilarating 60 second rollercoaster ride attempts to brings to life Barclaycard’s mission of making its customers’ lives easier, both retailers and consumers, through contactless payment technology.

‘Rollercoaster’ begins with the character standing at the lift doors of his apartment block when a rollercoaster pulls up and takes him on a liberating journey high above the clutter and congestion of the city below, only slowing slightly when he makes a contactless payment at the bakery en route to work.

Filmed in New York and Hollywood, the shoot for the rollercoaster advert has been the most technical and complicated to date in Barclaycard’s celebrated history of advertising.

It combines the use of a real rollercoaster cart and 40ft of working track; the first use of ‘Spidercam’ in an advert since it was developed to film parts of the Spiderman movies, as it could capture the variety of perspectives of the location and mimic the feel of a rollercoaster; and complex CGI to help create a realistic vision of a rollercoaster weaving in and out of the city’s skyscrapers.

The four week campaign launches online on YouTube and Barclaycard’s Facebook page followed by television. A wider campaign will include online adverts and a social media campaign at facebook.com/barclaycard serving as a hub for all new information about the commercial.
Following on from the success of the Waterslide iPhone game, Barclaycard will launch a Rollercoaster download game later in the year.

“The success of our waterslide advert was absolutely fantastic and we have built upon that with Rollercoaster which is another great metaphor for how Barclaycard makes payment so simple for our customers,” said Head of Advertising and Content at Barclaycard, Paul Troy.

“It again breaks boundaries for Barclaycard and is the most technically advanced commercial we have ever filmed. Creatively this is another first with no one ever having gone to work on a rollercoaster!”

AJR
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