first direct is always looking for new and different ways to appeal to people who don't accept the status quo. So they created an April Fool around a "shocking" wristband to stop people spending too much. The Bank sails a little close once in a while with its advertising, but never forgets what it's there for. Why have branches when you have one massive arena instead? When all is said and done, it's about being straightforward, forgetting the jargon and telling it how it is – with a bit of warmth and a dash of humour.