Uncommon & Yolt: Have you ever seen a financial campaign as clever as this?

Yolt is the financial app using neuroscience to outsmart your brain biology. THAT is definitely a unique selling proposition. Uncommon Creative Studio has given it a definitely unique (definitely standout and far more compelling than most) campaign in its first work since winning the business.

Here is the agency’s thinking:

“Inside every human brain is the lizard brain. The lizard brain loves to spend and hates to save. You could say the lizard brain is responsible for every terrible financial decision ever and here’s why…

The lizard brain, otherwise known as your ‘cerebrum serpentium’, comprises of destructive, excessive and compulsive spending habits. Activities such as buying those extra lavish take-outs on a Tuesday, scoring the latest trainer drop for no real reason and getting yourself the next best gaming sensation, just because. We continue to spend — regardless of any global recession or logical urge to save.”

Brilliant, yes? The campaign focuses on the lizard brain, an evolutionary throwback responsible for your most impulsive and financially dubious decisions. The story is told in a way that no other agency or financial institution would be brave enough to try.

Beautiful neon illustration, the wildest metaphor and irrefutable science (real science) combine in a must pay attention campaign that explores (read: sells) the idea of making saving as easy as spending.

A shower of kudos to the copywriter. Is this not the best financial talk in an ad ever? “Dopamine compels us to buy things for no reason other than the fact that it happens to be, like, Tuesday or whatever” and “Lizard brain’s like make it rain. Human brain’s like make it stop”.

Lucy Jameson, co-founder at Uncommon said: “Yolt is all about giving everyone the power to be smarter with their money. Our strategy explored the ways we can take control of our money, with a playful take on the science behind why we spend the way we do at the moment.”

Rachel Louie Butterworth, brand & marketing director at Yolt, added, “We chose Uncommon as our creative partner to really help drive brand awareness and fame with a distinct creative brand platform for the app. The combination of Unthink Money paired with the behavioural science and disruptive nature of the lizard brain does just that. We’re so excited to launch this campaign for Yolt, which will help more people spend smart and save.”

The work will run in the UK across the next few months on TV, online, social and radio, with creative also designed for OOH.