Current Account Switch Service level ups with new campaign

Wonderhood Studios has launched the latest instalment of Call the Shots, its campaign for Pay.UK’s Current Account Switch Service. 

Teaming up with emerging Gen Z artist Nova May, the work is designed to encourage 18-24-year-olds to take greater control of their finances and consider switching to a current account that’s better suited to them.

The campaign builds on the success of Call the Shots, which last year delivered the biggest jump in awareness from a single campaign in the Current Account Switch Service’s history. For 2026, Wonderhood has evolved the platform to reframe switching from tedious, forgettable financial admin into a power move – a simple way for young people to take greater control of their money and ‘level up’ their banking.

The strategy responds to a generation that craves greater control but often feels life happens to them, while many remain unaware that they can easily switch their current account. At the same time, 18-24-year-olds are quick to filter out advertising that feels irrelevant to them, particularly traditional banking communications. So, rather than simply buying their attention, Wonderhood set out to captivate them by creating entertainment they would actively choose to spend time with.

At the heart of the campaign is Nova May’s original track, Level Up, created with music supervision from Resister. Written and performed in May’s own style, the song weaves the Current Account Switch Service’s core messages into its lyrics, turning the mechanics of switching into a track about putting yourself first, taking control and making a change for the better.

The accompanying music video, directed by Femi Oladigbolu through PRETTYBIRD, sees May move through a series of playful, surreal worlds inspired by gaming and the idea of ‘levelling up’. Blending live action with 2D and 3D animation, the film brings the track’s message of progression and control to life while deliberately eschewing the conventions of traditional financial services advertising.

The approach builds on a principle established in the first year of Call the Shots: rather than behave like a bank campaign, behave like a music release. This year, the idea has evolved beyond a campaign line to become the organising principle for the wider work, designed to generate new talent, stories, content and collaborations while consistently connecting back to the control switching can give consumers.