UA calls in Grey for new lending service

Following the appointment of Grey Group earlier this year, UA has released its first TVC of the year to introduce a new money lending service via the phone - without any proof of documentation.The TVC, set to launch today, shows two young men playing video games at home while confessing their financial woes.Engaged in the game, one man wishes he could borrow money without leaving home as a UA-labeled blimp appears out the window to offer a friendly hand.Aiming to differentiate its services from its competitors’ campaigns – which, according to Grey Group group account director Matthew Cheng, banks on selling generic features or brand ambassadors – the latest TVC steers the notion of money borrowing away from its stereotypically negative social stigmas by introducing it in a casual way.“In the market, everyone associates money borrowing with a negative connotation, but that’s the situation nowadays: the new generation sees it as a positive financial solution,” said Cheng.“So for the campaign, we took the insight and dramatised it with a blimp to symbolise UA Finance and its ability to provide the best financial solutions.”The campaign will also appear on print and out-of-home media.