Current Account Switch Service - Call the Shots

The Current Account Switch Service (CASS) has launched its first campaign aimed solely at 18-24 year olds with "Call the Shots”. This groundbreaking campaign uses traditional channels to drive to full-length music videos created by and starring up-and-coming Gen Z artists, featuring Gen Z talent and directed by Gen Z directors.

Developed by House 337, the campaign brings CASS closer to 18–24-year-olds, by embedding the brand within the spaces they naturally engage with, creating authentic connections beyond traditional media. It is underpinned by the insight that this so-called “Generation Permacrisis” has grown up lurching from one upheaval to the next, experiencing a profound sense of lost control. The campaign deliberately reframes the Current Account Switch Service from what many young people perceive as "a banking feature" to what it really is "a power play that puts you in control."

House 337 produced two original tracks and professionally shot music videos with Gen Z artists Libby Whitehouse and Keanan, shaping a campaign that behaves more like a song launch than a traditional advertising campaign, blurring the lines between marketing and entertainment.

"This audience isn't consuming huge amounts of traditional advertising-supported media, so we had to take a completely different approach," saidRoss Newton, Creative Partner, House 337."We're not buying our place with this audience -we're earning it by entertaining them and putting them in control of the creative process."

Newton added: "Call the Shots represents a fundamental shift in how financial services can authentically connect with Gen Z. Rather than talking at them about banking, we're giving them genuine creative control and platforming real talent. These aren't actors pretending to be musicians, they're genuine artists. Helping to boost the careers of these two very talented artists was a key aim, alongside our expected campaign objectives."

The campaign launches with social media teasers before releasing the full-length music videos and tracks on Spotify and Apple Music.

The music videos were directed by Bedroom, the British direction duo of Soren Harrison and Amir Hossain, and produced by Friend London. Bedroom has built a reputation directing videos for major artists including The 1975's "Me & You Together Song," Arlo Parks's "Pegasus" (ft. Phoebe Bridgers), and Måneskin's "Supermodel," as well as brand work for Converse, ASOS, and Doc Martens.

"We knew this couldn’t look or feel like a brand campaign. So we approached it like we would with any major music release, working with Libby and Keanan as genuine artists, not as actors. The result is something real, something they can own, and something their audience will recognise as theirs.” saidBedroom, Directing duo, Friend London.Bedroomadded: “On the flip side, we enjoyed harnessing the cliches and tropes of the genres, both visually and musically, for comedic effect.”

"For this audience, control is something quite alien to them," explainedSam Chapman, Senior Strategist, House 337. "Life often happens to them. But with the Current Account Switch Service, they can call the shots. They can choose when they switch their account and who they switch to."

Dawn Lauder, Communications Delivery Lead, Pay.UK,said: "This campaign tells our audience they have control when it comes to switching their bank account, but just as importantly, it platforms two brilliant up-and-coming artists in the process. We're genuinely co-creating with Gen Z, for Gen Z."

The work represents a significant strategic shift for the service, moving away from traditional financial services advertising to meet young consumers where they are, while genuinely supporting emerging talent rather than simply featuring them. The campaign songs were written and recorded by the artists themselves. “Whilst our aim is to raise awareness of the service, we also want to platform two brilliant artists in the process,"Lauderadded.

The integrated campaign spans TV, BVOD, cinema, YouTube, digital platforms including Captify, Gumgum, Ladbible and Tinder, audio across Acast, Spotify and radio (Capital, KISS, GTN), social media (Meta, Instagram, TikTok, Snapchat, Reddit), and outdoor advertising including special builds and murals.