Missed Connections

For all that Adland loves to bang on about creative bravery, they rarely follow through with the idea. This Succession-style commercial from Santander is a prime example, as it simply doesn't make the most of its concept and lean into Brian Cox's performance hard enough.

Rather than something funny, bombastic, and probably making judicious use of the bleep button, the spot feels lukewarm in its execution. The actor narrates a series of sliding doors moments in which potential business connections fail to meet each other, with only the mildest moments of comedy (a man splashing his possible contact from the pool) to liven things up.

This should have been a slam dunk, coming hot on the heels of the eagerly anticipated Succession finale, but it feels like a major missed opportunity.

Product Category: Banks

Territory: UK

Missed Connections

by Syd Briscoe

For all that Adland loves to bang on about creative bravery, they rarely follow through with the idea. This Succession-style commercial from Santander is a prime example, as it simply doesn't make the most of its concept and lean into Brian Cox's performance hard enough.

Rather than something funny, bombastic, and probably making judicious use of the bleep button, the spot feels lukewarm in its execution. The actor narrates a series of sliding doors moments in which potential business connections fail to meet each other, with only the mildest moments of comedy (a man splashing his possible contact from the pool) to liven things up.

This should have been a slam dunk, coming hot on the heels of the eagerly anticipated Succession finale, but it feels like a major missed opportunity.

Product Category: Banks

Territory: UK