Creative duo adam+gary have created the debut TV commercial for tax refund specialist, RIFT Group, following a competitive pitch in early 2024.
The 30-second ad is scheduled to run in primetime spots for three months on ITV and Channel 4 across Scotland, with Open Partners leading the media buy, and will be supported by paid and organic content across all of RIFT’s channels.
Devised by adam+gary, the campaign features a variety of characters who could all likely use RIFT to claim a tax refund for money spent on “tools, travel or food for work” and are passing this knowledge onto fellow construction workers across Scotland. Leaning into a new brand identity for RIFT, the ad also includes FOOH-style visuals featuring their new ‘Refundaball’.
The ad was shot at multiple locations across Greater Manchester, supplemented with content across Scotland, and was directed by Gary Bannister-Simm, who said: “The team at RIFT set us a massive challenge – as it’s their first foray into TV they required support from conception to delivery, wanted a great showcase for their brand packed with details, needed complex ad clearance – and all this with only 4 weeks from pitch to broadcast. It certainly kept us on our toes, and we’ve loved every minute.”
To pull off the ambitious shoot, the pair partnered with Rig2, Face Model and Casting Management and a talented production crew who shot 3x versions of the TV ad and a large volume of social content in only 2 days. All post-production services, including CGI, were completed in-house.
Simon Jones, head of brand at RIFT Group said: “Working with adam+gary was exactly how a brand team and agency should collaborate to deliver the best creative possible to support our investment in TV medium this year.
“From their detailed and realistic pitch, they supported us through our first TV ad creation to a very tight timeline. They went above and beyond around compliance regulations to not only deliver a very high end, direct response focused TVC that would pass strict criteria, but it brought our brand identity to life which is a very hard balance to find.”
The ad launched on March 1, and we’ve already seen a strong start to the campaign. I can’t wait to see how it continues over the next few months.”
