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Bionic Battles the Headwinds of Business

Creative 197 Add to collection

‘Headwinds’ is the first brand campaign from Bionic from Mellor&Smith and That Jam

Bionic Battles the Headwinds of Business

Creative agency Mellor&Smith has created the first TV-led integrated campaign for business switching service Bionic.

Bionic (formerly known as Make it Cheaper) aims to make it radically easier for all SMEs to sort their business essentials, saving them time, money and frustration.

This is Bionic’s first brand campaign, with them become the leading SME switching platform over the last 12 years by being a white label provider for Uswitch, Just East and Starling Bank among other partnerships.

YouGov research for Bionic shows that SME owners spend one month per year on business admin, and two thirds of SMEs (66%) say that admin impacts their ability to spend time on other activities.

Mellor&Smith’s 30-second and 10-second spots depict three business owners battling these ‘headwinds of business’.

Our property developer is dodging bricks, architect plans and even a hammer. The furniture maker is quickly covered in sawdust and tea from his flask. And our green grocer has newspapers, crisp packets and even till receipts in the face.

Written by James Smith, art directed by Max Cannon and directed by That Jam.

The TV spot launches on Monday (6th July) on ITV, as part of their AdVentures scheme for new-to-TV brands. The campaign will also run across paid social, YouTube and other digital activity.

Commenting on the campaign, Glyn Britton, chief customer officer at Bionic, said: “We’ve met hundreds of small business owners over the last year, and they deal with the significant headwinds they experience with good grace and gallows humour. Mellor&Smith have captured their stoicism perfectly, at a time when those headwinds have perhaps never been stronger.”

Paul Mellor, master of decibels at Mellor&Smith, said: "Nobody likes to think about the headwinds they're battling, least of all business owners who've got a 'to-do' list longer than my arm. We think they want someone to acknowledge running your own business is no picnic. Plus a wobbly face is always funny to watch."

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Brand: Bionic

Campaign: Battling headwinds

Chief Customer Officer: Glynn Britton


Agency: Mellor&Smith

Creative Director: James Smith

Design Director: Max Cannon

Production Assistant: Jaz Blair-Edmund

Master of Decibels: Paul Mellor

Media Planning: In-house


Production Company: Studio YES

Director: That Jam

DoP: David Wright

Producer: Sam Ojari

Edit: That Jam

Post: Big Buoy

Grade: Jonny Tully

Sound: Timo Säilä

Mellor&Smith, Mon, 06 Jul 2020 12:02:53 GMT