new £5M campaign for Vivus Loans

driven has released a new TV campaign to support the launch of

The online lender specialises in small amounts over short periods and has big plans for the UK with the TV push.

“Vivus actually encourages borrowers to pay off their loans as soon as they can. It’s a fresh message for a category that has been given a bad name by the pay day lenders of the past”, said Graham Drury, Partner at driven.

The agency won the business following a recent strategic and creative presentation.

Julia Dallimore, Head of Marketing of Vivus added “As a responsible lender it’s important that we launch on TV in the right way. driven has achieved this for us with a campaign that will also stand out and be remembered”.

The launch commercial features a guy in a coffee shop and a little green creature on the table in front of him. He looks incredulously at the creature who belts out a mildly irritating version of Bananama’s “Venus” with the lyrics changed to “I’m your Vivus”.

The guy goes on to explain the benefits of a Vivus loan before swiping the creature off the table to “Get rid of it, in one easy hit”.

“It’s a well branded idea with a quite surprising moment contained within. We believe the tone is perfect for today” added Dallimore.

The commercial ends with the sign off “Vivus. Here when you need us”. It was directed by Chris Mudge through Chief TV.

The planned £5M TV campaign starts on Monday, with media planning and buying through Mediacom.