Intelligent Finance, the online division of the Halifax banking group, is set to launch a multi-million pound television advertising campaign involving the bank's own customers.
The advertisements, which will run from 1 September, feature real-life testimonials by customers speaking openly to camera and explaining, in their own words, how using Intelligent Finance's products made them better off.
Angela McIntosh, marketing director for Intelligent Finance, says: "From the very beginning customers have been placed right at the heart of our proposition and these adverts reinforce that core value by showing the strength of that bond."
The three adverts will be screened on major commercial channels, including ITV and selected satellite channels, for the next four weeks. They will also be supported by a national press campaign, a significant increase in Internet advertising, as well as on branded London taxi cabs.