The ad, which features brand spokesman Sir Alan Sugar, promotes NS&I's Premium Bonds anniversary draws in December and next June. They will offer five £1m jackpots, rather than the usual two. NS&I will support the campaign with commemorative booklets. NS&I sold £7.8bn worth of Premium Bonds last year. More than £32bn worth of bonds have been sold, with nearly 40% of the UK population owning them. NS&I's previous TV campaign fronted by Sugar swept the board at last week's Financial Services Forum Awards, winning most effective advertising campaign, best contribution to marketing learning and marketer of the year (Tim Mack).
Creative agency: Chick Smith Trott
Media agency: OMD UK.