Uncommon co-created a financial savings app that launches with a big F.U. to the world

Uncommon, the London creative agency, always said it wanted to create more just ads. And here’s its latest effort along those lines—Communion, a financial savings app in which it’s an equity and creative partner, which launches today with an in-your-face campaign aimed at frustrated young people.

The central conceit of the campaign—and the Communion brand itself—is that strong financial planning gives you the freedom to escape from oppressive life situations, such as jobs and bosses that you loathe.

This should resonate with young people in Britain in particular, who harbor fears and frustrations around money, with 94% of 18- to 40-year-olds having suffered from money anxiety and half of those surveyed believing they will never have enough money, per Communion research.

Below is the high-octane launch spot, shot from a first-person POV, in which the protagonist gives two fingers up—Britain’s version of the middle finger—to all manner of infuriating people. (Note the cameo from TV personality Spencer Matthews, too.)

As part of the launch, the brand has created what it’s calling an “F.U.nd,” which stands for “f**k you fund.” Inspired by writer Paulette Perhach’s “Fuck Off Fund,” the F.U.nd also celebrates the cathartic freedom that savings and a solid financial plan can bring—allowing you to say “eff you” to people and situations you’d rather avoid.

Uncommon also developed the visual look and feel of the brand, including a clouded sky and chrome “C” icon, which represents breaking free of chains.

“We set up Uncommon to build brands people wish existed. But if we came across an idea we believed in, we’d go one step further—and back it ourselves,” said Lucy Jameson, co-founder at Uncommon. “Communion is just that—a new investment community and app designed to give everyone the power to build a financial buffer against the world and say ‘eff you’ to the things that hold them back. Data shows that very few people in the U.K. are saving enough for their future. Communion is on a mission to break this cycle and make investing feel as democratic, empowering and effortless as spending.”

Communion was launched by Founder and CEO Daniel Hegarty, who said: “The difference between doing the thing you’ve always wanted to do, and never having the chance, isn’t hustling, get-rich-quick-schemes or meme stocks—it’s saving. But as simple as that sounds, saving is a really hard thing to do. Pretty much everything around us prevents us from being able to hold on to what we earn, and no one is currently tackling the underlying pressures and biases that are at play when it comes to money.”

Uncommon’s other recent forays into businesses beyond ads include the DTC sexual wellness themed Sex Brand, which launched around Valentine’s Day this year.