U.K. bank Barclays is warning against digital fraud and scams in a 10m pound ($13m) campaign designed to warn customers to take more care with their information.

It includes two TV spots by BBH London in which common frauds are turned into scenarios that might take the viewer by surprise. In one seen here, a young man is shown being taken to hospital after a moped crash abroad -- in his voiceover, he explains the crash and how desperate he is for money to pay for medical treatment, requesting a bank transfer of 700 pounds to be made. However, he suddenly sits up and warns the viewer to camera: "I wouldn't if I were you."

Another scenario shows a woman in a call center, apparently on the phone to a customer. She asks for two digits of their password, then says she didn't hear and asks for a different two. She then turns to camera and asks: "Do you see what I did there?" James Rouse at Outsider directed the two spots.

Barclays is launching the campaign, which also includes print, outdoor and online ads, on the back of research that reveals a quarter of people in the U.K. have experienced a cyber-fraud or scam in the past three years.