Arnold Schwarzenegger is a bizarre but commanding motivator in the Financial Conduct Authority's national campaign to raise awareness of the Payment Protection Insurance deadline.
Many people switch off when they hear about PPI, but M&C Saatchi deployed an animatronic head of Schwarzenegger to grab attention. The ad shows indecisive shoppers who are startled by the head as it emerges from a stack of apples or kitchen rolls, urging them to "make a decision, do it now!" The campaign encourages people over the age of 25 to decide on whether to make a complaint about PPI before the deadline on 29 August. It was created by Kieron Roe and Dominic Moira, and directed by Ulf Johansson through Smith & Jones.