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Complicated
Over the last three years, our work with world-leading investment firm Vanguard has transformed the way the UK thinks about money. We’ve made investing easy, affordable and fun and now well over half a million people have signed up for Vanguard Value. Awareness, consideration and spontaneous attribution scores are through the roof – and our campaigns have won lots of awards. Our approach is being copied by Vanguard competitors – so for our latest campaign we wanted to stay one step ahead.

Simple
‘Loving the Value’ brings to life the real affection hundreds of thousands of customers feel for Vanguard. It keeps the massively successful brand signifiers of previous campaigns – the iconic ‘V for Value’ sign, the colour red and the instantly recognisable ‘human-made’ soundtrack. Fresh but not new, it adds a visual reference to the ‘yeah yeahs’ in the music and showcases different aspects of Vanguard that customers love. The campaign includes TV, OOH, radio and digital and launched across the UK on Boxing Day 2023.

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Shot on location in London, the TV spot - that will launch nationally on Boxing Day - features a number of scenarios with everyday people speaking directly to camera, doing things they enjoy because their investments are taken care of. A mum, her young daughter and her grandmother on an illuminated carousel; the owner of a retro pizza van and an older couple entering a theatre.

CEO: Ian Henderson, AML Group
ECD: Hugo Bone, AML Group
Senior copywriters: Lizzie Hutchison AML Group
Senior Art Directors: Alban Laurent
Director: Jim Gilchrist @ Rattling Stick
Producer: Tex Travi @ Rattling Stick
Agency Producer: Spru Rowland
Client Services Director: Merope Beddard, AML Group
Account Director: Dominick Levoi, AML Group
Account Executive: Charlie Lloyd, AML Group
Head of Delivery: Dan Anderson, AML Group
Design Director: Duncan Naylor, AML Group
Post-Production and VFX: 1920
Photographer: Alex Telfer
Composer: Simon Bass