Sir Alan Sugar returns to screens for NS&I advertising campaign

NS&I (National Savings and Investments), the government-backed savings and investments organisation, today launches its new national TV advertising campaign. Fronted by four iconic personalities, the TV commercial will exemplify the benefits of one of the UK's longest-established savings organisations to British savers.

The three personalities to appear alongside Sir Alan Sugar, chosen for their impartiality and recognised for their authority, outspokenness and integrity, include Bob Geldof KBE, regarded as highly influential in the media industry and as a widely publicised campaigner; Professor Stephen Hawking, a globally commended theoretical physicist; and Professor Germaine Greer, writer and journalist also widely regarded as one of the most significant feminist voices of our time.

They will appear alongside Sir Alan Sugar, the successful entrepreneur and popular TV personality widely recognised as a straight-talking expert on business matters, in a commercial which will begin screening following the Channel 4 news at 7.35pm on Wednesday 4 June 2008.

Tim Mack, NS&I's Head of Marketing and Communications, said "In our communications to customers we aim to be straightforward, to cut through the financial uncertainty and promote the benefits and heritage of NS&I, helping people to save. We are delighted that people of this calibre have agreed to take part, as they reflect the NS&I brand values of integrity and straightforwardness."

The questions asked in the advertising are the sort of questions customers might ask. The answers given by Sir Alan Sugar encapsulate NS&I's unique overall offering to its customers, including 100% security backing from the Treasury.

Previous advertising for the Premium Bonds 50th anniversary featuring Sir Alan Sugar was instrumental in NS&I achieving a significant rise in brand awareness and sales.

NS&I's Sales Director John Prout added, "The commercial highlights how easy it is for customers to find out about our products -online, by phone, at the Post Office and now through some WHSmith stores."

The campaign was written by Dave Trott and art directed by Gordon Smith from CST.