Young people have had a tough time of it in recent years. A broken housing market, the spiralling price of fuel, wage squeezes and even cutting down on dating due to inflation, all laddering up a disastrous cost-of-living crisis and shrinking opportunities for a whole generation.


Life might be hard, but first direct can offer a whiff of hope.


With the help of a straight-talking skunk, this campaign calls out the stinkiest situations in life and the financial issues that the youth of Britain are facing, and how first direct can offer them ‘a whiff of hope’ with their products. Humorous shorter films show our skunk sniffing out other financial issues and show how first direct supports through savings accounts and spending insights.

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