Barclays says they're now The Rock.

In a new pricey little commercial, Barclays attempts to usurp Prudential's long-established advertising image of rock-solidness. The London bank presents a metaphoric vision of Wall Street where everything and everyone is fake; everything except them, of course. It's a decently-shot spot, though having a manager come out of their building to ask "May I help you?" is just fucking cheesy. I guess they figured it was corporate chest-thumping time, since they passed their all-important "stress test." However, at this point, I don't think it's very believable for any bank to be calling itself "substantial." Agency: San Francisco's Venables Bell & Partners. Previously in: bank advertising.