The launch of a new advertising campaign will put Skipton Building Society on the nation's television screens for the first time in over 15 years.

The adverts will promote the Society's brand, which includes the new strapline "mutual matters", which was developed from extensive research.

The adverts, filmed in Skipton, will first be seen from Sunday and will also appear on posters and in the press.

Rachel Ramsden, head of marketing, said, "The ads were filmed in and around Skipton, using local actors, so not only do they reflect our customer research, they also capture the essence of our bond with the community.

"For some financial organisations, advertising is purely an exercise in coming up with a story and spending millions rolling it out - making no reference to the service the customer actually receives.

"For Skipton, it's the opposite. We spent 2005 asking the public - customers and non-customers alike - what we're known and liked for and based our advertising on that.

"When the message came back loud and clear that our mutuality was a big attraction, which was reflected in the very personal service we give, we decided to make that the centre of our brand - hence our new strapline, 'mutual matters'.

A spokesman said the advert shows a child bringing his granddad a cup of tea to relieve the cold while the granddad uses his experience to teach the boy to fish.

The mutual appreciation is meant to reflect the importance of experience and the society's appreciation of its customers.