New TV spot and campaign from Founders Makers to help tackle cost-of-living challenges

The spot, created by Founders Makers, promotes Plum as a long-term enabler of financial wellbeing, landing its ‘Money, Motivated’ positioning by introducing the ‘Life Flows when your Money’s Motivated’ creative.
The ad is directed by Ukrainian Director Alex Sobolev.
The new ad creative will air for the first time on the 2nd January 2023 and will be supported by digital campaigns across YouTube and Meta

Plum, the smart money app, today reveals its new ‘money motivated’ positioning with a TV spot and digital campaign created by Founders Makers. The new campaign communicates Plum’s holistic offering to help people save more and build their wealth, during a time when managing finances is arguably more important than ever.

The UK public has low levels of awareness, knowledge and skills when it comes to financial wellbeing & financial capability. Around one in two adults (45%) in the UK don’t feel confident in managing their money day to day, and 16 million UK adults have low financial wellbeing, meaning they are more likely to be less satisfied with life.

The new spot looks to evocatively position Plum as the enabler of financial wellbeing in the minds of consumers, producing the ideal conditions for someone to manage and grow their money. This isn’t achieved just by creating a bit of tech to make mundane bank things a bit easier. In contrast, Plum uses algorithms, A.I., and automation that are specifically designed to improve financial capability and wellbeing now, tomorrow and for the long run.

Directed by Ukrainian Director Alex Sobolev, the new spot follows our main protagonist as they strike a balance between living in the moment and planning for the future, with Plum always by their side, working behind the scenes. Going through life’s low-key moments…and big moments, the spot uses fluid transitions, and a catchy track to show that when your money is motivated, you can get on and do what you really want in life.