Coventry Building Society mockumentary follows Guz Khan’s Arena Tour.
Creative agency Meanwhile have launched a comedy short for Coventry Building Society entitled “Guz Khan’s Arena Tour”, to showcase the institution’s sponsorship deal for the Coventry Building Society Arena, and the work they are doing to support the local communities it serves.
The 4-minute mockmentary, which is accompanied by a series of TV commercials, is hosted by comedian Guz Khan, who has been mistakenly booked to do “a tour of the arena”, as opposed to “an arena tour.” Khan begrudgingly agrees to take the tour group around the arena, demonstrating the Society’s promise of being “All Together, Better” as he does so with great self-depreciation.
Created by Meanwhile, the film was produced by Chief, directed by Emmy Award-winning filmmaker, Chris Cottam, and written by Lewis Beaton, Claire Watson, Guz Khan, Tim Jones and James Cross. Media buying was handled by Love Sugar Science.
Al Marchant, founder and CEO at Meanwhile, added: “To be doing this kind of fame-driving work for the Society is thoroughly exciting. It takes us somewhere new and unexpected. It shows a real evolution in their marketing ambition and output, as they seek to be front of mind. And Guz, a proud Coventry resident himself reminds us, this really is an authentic ‘Big up to the C-O-V.’”
This is the agency’s first work for the brand since winning the account and launching a brand campaign last month.
