Santander targets first-time buyers in new campaign

Santander has launched a new campaign aimed at first-time buyers, marking the latest evolution of its “It starts here” brand platform while retaining long-standing ambassadors Ant and Dec.

The campaign focuses on the challenge of raising a deposit, using a moving van as a central symbol of progress, from uncertainty to home ownership.

Dan Sherwood, marketing director at Santander, said: “Grounded in real customer insight, the campaign is designed to build confidence and momentum. The moving van becomes a powerful symbol of that shift – from uncertainty to possibility, from waiting to moving forward.

“While Ant and Dec continue to bring their unmistakable warmth, this marks a new creative direction for us – more grounded, more purposeful, and focused on turning belief into action for first-time buyers.”

Franki Goodwin, chief creative officer at Saatchi & Saatchi, added: “Santander are helping more young people on the path to home ownership. Ant and Dec remain, but to deliver a straighter message and with bags of charm, craft, and a 1970s easy-listening revival. The OOH sets a new visual direction rooted in real life and we’re excited for what’s to come.”

The campaign includes out-of-home placements and a series of short-form adverts.