Let’s face it: if we were to rank the most entertaining sectors in advertising, banking would probably come in last, but in recent weeks Banco Sabadell and BBVA have shown us that this is not the case thanks to an advertising war like those of old, with all that this implies in terms of competitive spice and nods to the viewer.
BBVA vs Sabadell: suit, tie… and creative ammunition
What seemed unthinkable in banking—that provocative tone we saw in legendary battles such as Coca-Cola vs Pepsi or McDonald’s vs Burger King—is beginning to creep into the financial sector. BBVA and Sabadell have started a battle that goes beyond interest rates or mortgage conditions: they are fighting over the narrative and consumer attention.
The move is risky, but also symptomatic: if even banks are deciding to enter the arena of advertising confrontation, it is because they have understood that people want spectacle, not solemnity. And that in a market saturated with similar promises, differentiation is not won solely on the bottom line, but in creativity and the ability to connect emotionally with the public.
The takeover bid as a trigger
The origin of this rivalry lies not in an advertisement, but in a high-voltage corporate move: BBVA’s takeover bid for Sabadell. What initially appeared to be a financial battle between law firms and stock market headlines has turned into something much more juicy: a media spectacle that has put banking on the front pages… because of its advertising campaigns.
For those who are not so familiar with corporate movements, a hostile takeover consists of making a takeover bid directly to the shareholders of another company without the prior agreement of its management or board, which translates into attempting to acquire another company by buying the majority of its shares.
In this tug-of-war to achieve its goal, BBVA was the first to leave the boardroom and let the general public know what was happening.
The first blow: BBVA
BBVA opened fire in November 2024 with the ‘Avanzamos’ campaign, aimed at Sabadell shareholders. The message was clear: progress, future and shared growth. The move did not go down well at Sabadell headquarters, which decided to report the action to Autocontrol. However, the complaint was dismissed, leaving the impression that the blue giant had scored the first goal.
The counteroffensive: Sabadell
The response was not long in coming. With ‘Poder elegir es tu poder’ (Choosing is your power), Sabadell appealed to pride in independence and the right to decide. Although it never directly mentions BBVA, the reference is clear. And in case there were any doubts, it reinforced the message with more direct pieces, such as its recent campaign ‘Poner los puntos sobre las íes’ (Dotting the i’s and crossing the t’s), which does not beat around the bush.
BBVA, in turn, responded with another complaint, which was also dismissed. The result: an advertising ping-pong match reminiscent of old brand wars.
Two contrasting styles
Beyond the allegations, what is fascinating is how each bank has crafted its narrative:
- BBVA: positions itself as the bank of the future. It talks about progress, innovation and modernity. Its narrative is optimistic, almost inspirational: ‘let’s grow together’.
- Sabadell: appeals to emotion and identity. It champions independence, pride in one’s own and the ability to choose. It plays on closeness and a sense of belonging as weapons of loyalty.
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This contrast is where the real interest lies: two opposing visions of the sector, two ways of seducing the public.
Now that we know how they have approached their creativity, it is time to talk about their television campaign. What strategy have they followed?
Television as a generalist loudspeaker
If we analyse the television presence of both brands this year, we can see clear differences in their strategies.
With regard to institutional messages, BBVA maintained constant pressure throughout the year, increasing it in September and October, the months closest to the hostile takeover bid vote.
For its part, Sabadell has a lower profile, focusing mainly on Catalonia, its most prominent territory. However, like BBVA, in September and October it has stepped up its campaign at the national level, making it clear that this period is key for both banks.
Looking at television presence over the last two months, we see a clear change in Sabadell’s strategy, as its main investment has focused on the Atresmedia and Mediaset groups, where it had not been present in previous months. However, BBVA’s reinforcement with the activation of its campaign continues to be superior, clearly indicating that its investment has been much greater.
This pattern is repeated if we focus on time slots: Prime Time has been the moment when both brands have exerted the most pressure, achieving high quality levels both in this slot and in overall positioning. Once again, BBVA has made the largest investment and therefore has had the greatest presence and rating.
This increased investment by BBVA is also reflected in the length of the adverts. While Sabadell is working with 20-second adverts, BBVA has opted for 30-second adverts, which probably corresponds to a search for a greater emotional connection.
What has been the result?
Although it might have seemed that this battle would be evenly matched, it appears that Sabadell’s campaign was more convincing, as only 25.33% of its shareholders voted in favour of selling their shares. Therefore, the financial transaction has not been successful.
The independence of Banco Sabadell has been widely celebrated by its employees, who welcomed its chairman, Josep Oliu, like a true hero of the masses, with applause and chants of support.
Now we need to know whether this advertising ‘war’ we have experienced will be repeated in the banking sector, as it has managed to bring what was happening closer to the general public, making us all participants, even if we had no knowledge of the sector.