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  • first direct 2014

first direct introduce its latest 'unexpected' ambassador

Client: First Direct
Brand: First Direct

Building on the success of last year award winning ‘Barry the talking platypus’ ads, JWT creates a new 'unexpected' brand campaigns for first direct.


The creative, which has first direct’s quirky and humorous personality at is heart, is based around the story of Little Frill, an easily disgruntled but endearing frilled lizard who finds frustration in everyday situations of poor customer service: the antidote to which is first direct.

The campaign starts out with a funny and curiosity-inducing teaser featuring Little Frill. It leads viewers to the @LittleFrill Twitter account where they can learn more about what ‘gets his frill up’ and also the things he loves – namely, great customer service.

The full campaign which runs across TV, press and digital media will drive consumers to the Little Frill’s fridge, a campaign hub that includes a custom Little Frill video game based on the TV creative. And as the campaign develops, more stories from the life of Little Frill will be unveiled.

JWT London worked with visual effects company MPC to bring Little Frill to life, We Are Social to develop @LittleFrill’s Twitter account and NICE Agency to build ‘The Frill of the Chase’ video game and the campaign hub.

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