British music tycoon Simon Cowell has joined forces with Barclaycard to front a talent show in Antarctica.

The spoof campaign is scheduled to run for the next six weeks across OOH, TV, social media, radio and online, with Barclaycard jokingly describing its Repayment Calendar service as making as much sense for the bank as a talent show in Antarctica.

Not everyone is happy with the campaign, however, with environmental activists slamming the campaign as “massively unaware”.

Eco-campaigners have warned the region is under major threat from climate change.

Activists People & Planet have accused Barclays of investing “billions” into fossil fuel extraction, and according to The Mirror UK said: “Simon Cowell should not be endorsing a bank that does this.”

Greenpeace UK added: “Polar regions are the front line of climate change. Apparently, Barclays are massively unaware.”

Barclaycard UK marketing director Alex Naylor said: “This campaign shows not only how serious Barclaycard is about helping customers to pay less in interest and clear their balance more quickly, but also in educating consumers about their finances.

“By working with Simon and engaging with consumers across multiple channels, we hope to drive conversation and help people better manage their finances.

“We’re thrilled that one of the world’s most recognisable and popular businessmen has collaborated with us for this campaign.”

Droga5 is the current incumbent of Barclaycard’s creative account.