Skint stinks: tongue-twister voices disgust at cost of living

With the cost of living rising vertiginously, this ad for first direct bank takes a swipe at how cr@p it feels to have money problems. In a world where we can all see/hear about unbelievable amounts of money that are only available to a tiny percentage, the rottenness of the situation is visually summed up with this animated skunk. The bank says: “This new campaign is here to demonstrate how first direct can help a generation of younger customers who are feeling more concerned than ever about their financial situations. Skunk brings our offering to life perfectly, using relatable situations and clever quips to show how first direct’s products and services that can give people the chance to live a better life through the financial decisions they make.” The big tail and say-it-like-it-is attitude of the skunk are a metaphor for those challenging the unnecessary suffering caused by financial inequality. What do you think of the ad? Nice and bold, just what's needed, useful first step towards a real revolution for a fairer society?

Keywords: first direct skunk, skint stinks, animation in ads, financial inequality, money problems UK, banking Britain, cost of living crisis, Wunderman Thompson UK