Royal Mail, the brand usually associated with relatively chirpy TV advertising, has taken an uncharacteristically intense turn in its latest spot to highlight the dangers of identity fraud.M&C Saatchi’s ‘Heist’ is set in a busy bank that comes under attack from armed robbers. Bank staff and customers offer them cash straight away, but the rogues in balaclavas tell them: “We don’t want your money.”Instead they demand victims to give up their details, including date of birth, address and the names of their children. As one raider coerces the information out of the hostages, another types it all into an iPad.Once they’ve collected the personal details, the gang leaves the bank with no money whatsoever. The line reads: ‘Your identity is now your most valuable possession’, and directs viewers to the company’s ID Fraud Centre.CreditsCreative Agency: M&C SaatchiChief Creative Officer: Justin TindallCreative Directors: Dan McCormack and Luke BogginsCreative Team: Heist: Dan Seager and Steve HallCreative Team: Online You: Robert Graves-Morris and Dipesh MistryStrategy: Gaby Bell and Jasper HunterAccount Team: Gemma Dodds and Lucy Partington Producers: Gareth Williams and Casey MachenMedia Agency: ArenaHead of Communications Planning: Abi WardBusiness Director: Hannah Tucker