This Disgruntled Lizard Is a British Bank's New Mascot

Little Frill Also Has His Own Twitter Account

Published on Sep 22, 2014

Editor's Pick

Banks have been busy rebranding themselves in post-recession Britain, but First Direct's approach is one of the more unusual we've seen. In a new campaign by JWT London, it's chosen a talking frilled lizard dubbed Little Frill as its mascot -- one who hates poor customer service and isn't afraid to say so. In the ad, we see him complaining vociferously about his incorrect pizza order, chasing the delivery guy down the street and bemoaning the fact that the pizza shop doesn't offer the sort of quality customer service offered by First Direct.

While British-accented talking lizards aren't a totally original idea (hello, Geico?), the ad's stylish use of black-and-white film, choice of music ("On a Ragga Tip" by SL2) and straight-talking attitude are different enough to position the bank as something a little out of the ordinary -- or as it says in its tagline, "unexpected."

The ad was directed by Dom & Nic of production company Outsider, while post-production house MPC helped to bring the lizard, and his housemate the Tarsier, to life with its CG skills. Comedian Sean Walsh provides his voice. Like several of the new crop that broke during this weekend's season premieres of "The X Factor" and "Downton Abbey" in the U.K., the spot prominently features a Twitter account for Little Frill.

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Sep 22, 2014
JWT London
First Direct
Executive Creative Director:
Russell Ramsey
Creative Director:
Jason Berry
Miles Bingham
TV Producer:
Carley Reynolds
Worldwide Planning Director:
Guy Murphy
Creative Agency Planner:
Adam Lotz
Global Business Director:
Joseph Petyan
Project Manager:
Louis Cubbon
Media Agency:
Media Planner:
Lizi Robinson
Dom & Nic
Production Company:
Ed Cheeseman @ Final Cut
Sound Director:
Gary Walker @ 750mph
Visual Effects Producer:
Dionne Archibald
CG Supervisor:
Jon Park
Visual Effects Supervisor:
Adam Crocker
Jean-Clement Soret

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