Bankers aren't heroes. Well, that's an understatement and a half but this ad claiming that they are the mere servants of those who actually do things that keep the country going is very well done.
It hits the right note of humility and appears to be a genuine celebration of those who do rather than those who merely shuffle money around.
Karamarama also looks after Plusnet, which uses Yorkshireness as a by-word for reliability - and there's a similar hint at plain-speaking robustness here. (All they need do now is wrestle Yorkshire Tea away from BMB and they'd have the full set.)
Agency: Karmarama
Creative: Joe de Souza / Sam Walker
Production Co: Gorgeous Enterprises
Director: Vince Squibb
Producer: Rupert Smythe