Current Account Switch Service plays to beat of Gen Z

The Current Account Switch Service is going all guns blazing for Gen Z consumers, launching its debut campaign targeting the cohort with two full-length music videos created by and starring up-and-coming young artists, featuring young talent and directed by young directors.

“Call the Shots” has been developed by House 337, and is designed to bring the account switching service closer to 18- to 24-year-olds, underpinned by the insight that this so-called “Generation Permacrisis” has grown up lurching from one upheaval to the next, experiencing a profound sense of lost control.

The campaign deliberately reframes the Current Account Switch Service from what many young people perceive as “a banking feature” to “a power play that puts you in control.”

House 337 has produced two original tracks and professionally shot music videos with Gen Z artists Libby Whitehouse and Keanan, shaping a campaign that behaves more like a song launch than a traditional ad campaign, designed to blur the lines between marketing and entertainment.

The videos were directed by Bedroom, the British duo of Soren Harrison and Amir Hossain, who have directed videos for major artists including The 1975’s ‘Me & You Together Song,’ Arlo Parks’ ‘Pegasus’ (ft. Phoebe Bridgers), and Måneskin’s ‘Supermodel,’ as well as brand work for Converse, Asos, and Dr Martens.

The videos, which were produced by Friend London, will launch with social media teasers before the full-length videos and tracks are released on Spotify and Apple Music.

The campaign will then roll out to TV, BVOD, cinema, YouTube, digital platforms including Captify, Gumgum, Ladbible and Tinder, audio across Acast, Spotify and radio (Capital, Kiss, GTN), social media (Meta, Instagram, TikTok, Snapchat, Reddit), and outdoor advertising, including special builds and murals.

​Pay UK communications delivery lead Dawn Lauder said: “This campaign tells our audience they have control when it comes to switching their bank account, but just as importantly, it platforms two brilliant up-and-coming artists in the process. We’re genuinely co-creating with Gen Z, for Gen Z.”

House 337 creative partner Ross Newton added: “This audience isn’t consuming huge amounts of traditional advertising-supported media, so we had to take a completely different approach. We’re not buying our place with this audience – we’re earning it by entertaining them and putting them in control of the creative process.

“Call the Shots represents a fundamental shift in how financial services can authentically connect with Gen Z. Rather than talking at them about banking, we’re giving them genuine creative control and platforming real talent. These aren’t actors pretending to be musicians, they’re genuine artists. Helping to boost the careers of these two very talented artists was a key aim, alongside our expected campaign objectives.”

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