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A lot of advertising targeting small-to-medium-sized businesses blurs together—think twee shots of independent bakers or shopkeepers, with sentiments about supporting local and managing a trade. The latest ad from British finance company Barclaycard Business starts in a similar way, but then devolves into an existential crisis in the middle of a hardware store.
The campaign, created by Droga5 London, begins with an employee of a hardware store talking to camera about the ease of using Barclaycard’s payment services. The Barclaycard logo appears, signalling what would usually be the end of the ad—but the journey has just begun.
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