The Spanish-owned high-street bank is moving away from the "red brick" creative theme of previous ads, which has been deemed too "corporate". In its place is a new campaign, created by Euro RSCG London, which more explicitly emphasises the benefits of its products to customers.
The new ads, which launched this week, promote Santander's 123 Current Account and Major ISA products. The former account promises to offer customers between 1% and 3% in cashback on direct debits to council tax and water, gas, electricity and communications providers, as well as interest payments between 1% and 3%, dependent on balance.
The TV execution features a voiceover stating, "You play, you save. You spray, you save. Stay in bed all day, you save", with flashing clips of real people and fictional characters, to convey the message that customers can save both when they are trying to, and when they are not.
Keith Moor, UK marketing director at Santander, told Marketing it was important to add a greater "human" element to its advertising.
He said: "While our previous campaign was engaging and memorable, the feedback is that it was a tiny bit corporate. The new creative allows us to be slightly more human and more feminine."
Santander, which has previously focused its advertising around brand ambassadors such as Formula 1 drivers Lewis Hamilton and Jenson Button, and golfer Rory McIlroy, will look to better integrate the use of the sportsmen with product messages.
Moor added: "The sponsorship assets have been very useful and we will definitely continue to use Jenson and Lewis, but it is important not to make a positioning just out of them,"
The current campaign was created by Euro RSCG, but Engine Group will remain Santander's "strategic partner", with campaigns divided up between the agencies on a project-by-project basis.