The Best Work You May Never See: Droga5 London, Director Jeff Low Get Philosophical About Hardware Stores For Barclaycard Business


Robert Goldrich
Monday, Mar. 14, 2022


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Connecting with small U.K. businesses throughout the pandemic, Barcklaycard Business has set its sights on growth, positioning itself as the go-to for all small and mid-sized enterprises (SMEs) looking for a partner to take their business to the next chapter. Towards that end, Droga5 London devised a campaign which includes this launch film for Barclaycard Business in the U.K.

Directed by Jeff Low of Biscuit Filmworks, the film opens in a hardware store with a business owner winding down what feels like a typical bank commercial for Barclaycard Business. The logo appears, signaling the end of the ad. But the footage keeps rolling as a customer engages her in what seems to be a completely irrelevant yet strangely intriguing philosophical debate. After all, if a hardware stores sells all its hammers, is it still a hardware store? What makes a hardware store truly a hardware store? The wryly existential discussion eventually winds back to payments and at the mention of her business, our SME owner snaps back to camera to continue the ad: because “the payment part is just the start”.

Chris Russell and Ahmed Ellabib were the Droga5 London creatives on the campaign.


Client Barclaycard Business Agency Droga5 London David Kolbusz, chief creative officer; Shelley Smoler, executive creative director; Raph Basckin, group creative director; Chris Russell, Ahmed Ellabib, creatives; Peter Montgomery, head of production; Josh Sanders, producer; May Powell, assistant producer; Damien Le Castrec, head of strategy; Francesca Zedde, strategy director. Production Biscuit Filmworks Jeff Low, director; Thomas Hardmeier, DP; Kwok Yau, producer. Editorial Work Bill Smedley, editor. Postproduction ETC Sound String & Tins

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