Barclay´s "Chicken"

In 2014, Barclays launched a bold new advertising campaign designed to reposition the bank as sophisticated, serious, and in tune with modern finance. At the center of the campaign was Hollywood legend Samuel L. Jackson, lending his distinctive voice and presence to four visually striking TV ads under the banner “Fluent in Finance.”

The campaign was a response to a previous marketing misstep. Barclays’ earlier slogan, “A big world needs a big bank,” had coincided with the closure of several smaller branches, drawing criticism and leaving the bank’s public image in need of repair. With Samuel L. Jackson, Barclays sought to inject authority, charisma, and a sense of thoughtful reflection into their messaging.

Directed by Jonathan Glazer, the campaign was anything but conventional. Each advertisement - titled Tale, Sold, Evil, and Drama - explored abstract themes surrounding money, finance, and human behavior. In Tale, Jackson narrates a fable about navigating risk in financial markets. Sold examines secrecy and discretion in money matters. Evil questions whether money itself is corrupting, while Drama takes a more theatrical approach, highlighting the complexity of finance and human decision-making. Through these narratives, Barclays positioned itself not just as a service provider, but as a knowledgeable guide through the complicated world of finance.

The campaign’s tagline, “Money speaks in many languages. Barclays understands them all,” reinforced the bank’s ambition to appeal to customers who value insight over flashy promises. Jackson’s presence brought gravitas and instant recognition, turning each spot into a mini-lecture on the nuances of money rather than a traditional commercial.

Although the campaign was generally praised for its creativity and thought-provoking approach, Barclays eventually decided to move away from using Jackson as its spokesperson. There was concern that his iconic image would overshadow the bank itself, making him more recognizable than the brand he was meant to represent.

The Samuel L. Jackson Barclays campaign remains a notable example of a brand taking a calculated risk: blending star power, abstract storytelling, and a serious message about finance into a series of ads that dared viewers to think differently about money.