Publicis Gets Santander Moving with Ant and Dec Still on Board

Key Takeaways

• Santander hires Publicis for creative and media, first campaign under “It starts here”
• Ant & Dec remain brand ambassadors, adding familiar, approachable tone
• Campaign targets first‑time buyers struggling with deposit savings
• Publicis Flame collaborates with Mitre studio for bespoke production
• Moving‑van motif symbolizes transition from uncertainty to homeownership

Pulse Analysis

Santander’s decision to switch its creative and media stewardship to Publicis Groupe reflects a broader trend among banks to outsource strategic storytelling to specialist agencies. By aligning with a global network, Santander gains access to data‑driven insight platforms and cross‑channel expertise that can amplify its messaging across TV, digital, and out‑of‑home channels. The move also underscores the bank’s intent to refresh its brand perception, positioning itself as a facilitator of life milestones rather than a traditional, staid financial institution.

Central to the new "It starts here" platform is the continued involvement of Ant & Dec, the UK’s most recognizable television duo. Their presence provides instant credibility and a human touch that resonates with the target demographic—first‑time buyers often overwhelmed by deposit requirements and complex mortgage processes. The campaign’s creative execution, led by Publicis Flame in partnership with the duo’s Mitre studio, blends light‑hearted humor with a moving‑van visual metaphor, signalling a shift from waiting to taking concrete steps toward homeownership. Short, 20‑second spots and vibrant OOH installations reinforce this narrative, making the brand’s promise tangible in everyday environments.

For the banking sector, the initiative illustrates how integrating celebrity endorsement with sophisticated agency craftsmanship can drive engagement in a competitive mortgage market. As UK housing affordability pressures persist, banks that can effectively communicate supportive, actionable pathways to ownership stand to win market share among younger consumers. Santander’s refreshed creative direction, anchored by trusted faces and data‑backed insights, may set a benchmark for peers seeking to modernize their outreach while maintaining brand continuity. The campaign’s success will likely be measured by increased inquiry rates and conversion among first‑time buyers, offering a case study in blending legacy brand assets with innovative agency talent.