Challenger bank Metro Bank has launched the first brand campaign in its history to celebrate its high levels of customer service.

The ad campaign showcases the AF50 UK company’s long-standing focus on “people-people banking”, built on its philosophy that, whatever happens in the future of banking, people need people and value human relationships.

The campaign launches online today (January 29) and in cinemas throughout the country next month and brings to life what ‘people-people’ banking in the community feels like, while highlighting unique Metro Bank innovations, such as instant debit card printing and its mobile app.

It also reinforces Metro Bank’s commitment to the high street with an established network of stores that are open 362 days a year, seven days a week, from early until late, offering on-the-spot account opening and free community events, in contrast to major banks closing branches throughout the country.

Metro Bank is also showcasing its employees in a series of billboards that feature six Metro Bank team members who embody the spirit of “people-people banking”.

Jessica Myers, Metro Bank’s brand and marketing director, said: “Since we were founded nearly 10 years ago, our purpose has always been to create fans.

“We champion the value of human relationships in banking. The launch of our first ever brand campaign now gives us an exciting platform to communicate this and showcase our award-winning customer service credentials.”