Succession star Brian Cox has featured in a new campaign for Santander, launched by London agency House 337.

The advert comes as the first TV-led campaign for Santander UK’s corporate and commercial banking arm, and aims to highlight the brand’s expertise in helping businesses to expand into new markets.

Created by House 337, and filmed by Oscar-award-winning director Tom Hooper, the advert promotes the bank’s role in connecting high-growth businesses to the right partner.

The film features Golden Globe and Emmy award-winning actor Cox narrating a series of ‘sliding door’ moments, where potential business partners narrowly miss meeting each other and subsequently lose out on significant business opportunities.

On the campaign, Cox said: “As soon as I saw the script, I was intrigued by the sliding doors moments and cinematic ambition. This is an ad that’s captivating and visually engaging while also being charming and intriguing.”

The campaign follows research by the Spanish banking group that looked into the barriers faced by businesses looking to expand abroad – citing lack of network connection as the main reason these organisations were held back.

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“This is the first time we have deployed television advertising to raise awareness of our Corporate & Commercial Banking business,” Santander marketing director, Dan Sherwood, said.

“We are delighted to have Brian Cox on board to help take the message to the nation’s businesses that Santander UK can connect them to the right partners who will help them break into new markets both in the UK and internationally.”

House 337 executive creative director, Jo Moore, commented: “The first ever assignment for Santander Corporate & Commercial Banking and what an amazing, enjoyable challenge. We were tasked with telling the business world about Santander UK’s extensive network of business connections – so who better to tell that story than the brilliant Brian Cox?”

She added: “That, combined with the gravitas of Brian’s delivery and Tom ‘The King’s Speech’ Hooper’s storytelling, allowed us to create an advert that is very different to the rest of the market.”

The TV spot will be supported by OOH, press, social, digital and in-branch display.