“Narcissism” uses humor to demonstrate how many other banks’ inward focus often ignores clients’ needs, while Barclays’ approach for more than 300 years has been to focus on what is most important: its clients.Carrying the tagline "Bank on Substance," the commercial uses the intelligence, wit and confidence of the Barclays brand tone to demonstrate the importance of putting clients' interests first and the benefits of staying true to this core value.