Life's hard work. Switching bank accounts isn't.

ELVIS have launched "Life's hard work. Switching bank accounts isn't." for the Current Account Switch Service.

The campaign targets financially stretched 18-44 year olds navigating life's biggest milestones, from starting university and moving home to buying property and starting families. The insight: at a time when major life moments demand all their energy, this audience doesn't have the mental bandwidth for more decision-making or time for additional life admin. Switching banks feels like hard work when it's actually effortless with the Current Account Switch Service.

Directed by Tim McNaughton through Arts & Sciences, two new 20" spots humorously prove that while life has plenty of genuinely difficult moments, from the awkward end of a job interview to wrestling with fitted sheets, switching your bank account won't be one of them. The Service automatically moves all regular payments including salary, rent and bills from your old account to your new one.

Dawn Lauder, Brand and Marketing Lead at Pay.UK, said: "We know that 18-44-year-olds are navigating some of life's biggest moments right now, and many are financially stretched. The last thing they need is another complicated piece of life admin. But the reality is that switching bank accounts with the Current Account Switch Service is genuinely simple, all your payments move automatically. This campaign cuts through with humour that feels true to their lives, showing them that while we can't make fitting a sheet any easier, we can make switching bank accounts effortless."

Ross Newton, Creative Partner at ELVIS, said: “We are once again turning to humour to help land a serious message. Just the thought of another bit of arduous financial admin is enough to send a shiver through our audience. So instead of just telling our audience that switching banks won’t be difficult, we make it engaging, memorable and entertaining by relating it to other things in life that really are hard work. Thanks to Tim McNaughton and Arts & Sciences, and Nick Eagle and Curious, we deliver the universal truth that life is genuinely hard work, with a knowing smile. Expect to see a whole host of amusing, real-life struggles from interview decorum to negotiating with small children and conquering flat-pack furniture”.

Creative and media have been tailored to specific life moments when switching is top of mind, launching 9 February across VOD, YouTube, social, OOH (48 and 6-sheets), radio, host reads and digital takeovers.