ANZ to launch fourth ‘Barbara from the bank’ spot
On Sunday night ANZ launches the latest spot in its ‘Barbara from A Bank’ series, which uses the rude banker, Barbara, in a humorous way to bring to life the concerns people have about their experiences with banks.
Created by M&C Saatchi, Melbourne, the ‘Home Loans’ campaign follows recent ANZ consumer research finding that next to pricing, the next most important factor people consider is flexibility features in their mortgage. The campaign is built around the insight that home buyers are looking for ‘room to move’ to allow them to make changes to their mortgage as their life changes. It was directed by Plaza Films’ Paul Middleditch.
This is the fourth TVC Barbara has featured in this year and these campaigns have become some of the most popular and iconic ANZ advertisements achieving some of the highest brand recognition metrics of the past few years for ANZ and across the industry.
To date, with no direct influence from ANZ, the campaigns have resulted in multiple press and radio mentions, more than 35,000 views of the television advertisement on YouTube and the launch of several Barbara-related groups, fan pages and profiles on Facebook with more than 60,000 fans.
The home loans TVC will run for four weeks and will be supported by outdoor, press and online advertising, and an in-branch campaign.
CREDITS
ANZ
Head of Retail Marketing: Paul Riley
Senior Manager, Customer Marketing: Michelle Martinis
Senior Advertising & Integrated Campaign Manager: Jodi Rose
M&C Saatchi
Creative Director: Steve Crawford
Deputy Creative Director/Writer: Doogie Chapman
Creative Group Head/Art Director: Tony Leishman
Head of Television: Karen Muxworthy
Group Account Director: Kimberley Milburn
10 Comments
Fairly obviously this campaign jumped the shark before it even appeared, but strategically this one makes even less sense.
Whilst some bank branch employees can be a tad bankish, every singly mobile lender I (and my property owning friends) have dealt with has been unfailingly nice, positive and good to deal with.
The bane of their existence is Head Office.
That aside, who knew Middleditch was capable of such ham-fisted direction?
7.27 is from DDB and has clearly got a bad case of sour grapes stuck up his arse.
I doubt Middleditch had much say in the end. Shaaaame.
More pain than campaign.
How much did they pay for that indredibly insightful insight? How sad that S&S are credited with this garbage.
7.27 ham fisted???? Its funny you twatt.
Nobody looks at this ad and says I wish I had done that, but it’s not a complete lemon either.
I like these. The script is funny and the casting/acting is spot on.
12:51 *twat.
I dunno. I get it, it’s nice and all, but to me the insight isn’t true so the ad is a bit thin on the ground.
funny stuff – well done
No 9.30 I ment twatt with a double not a single.