Bank of Melbourne’s launch campaign via Ogilvy promises ‘your beginning will be our beginning’
July 25 2011, 2:13 pm | | 17 Comments
In Bank of Melbourne’s integrated launch campaign via Ogilvy Melbourne and STW’s Designworks, the bank promises ‘your beginning will be our beginning’.
17 Comments
Very nice. Surprisingly. Very well done.
Unsure if this is the right approach. Unsure if the ad agency gets it.
Westpac, who own St George, have phased out all St George branches in Victoria. The reason being that they see Vics as more parochial and feel if they slap the word ‘Melbourne’ in there, they’ll get more customers.
With that in mind, wouldn’t you want a campaign that feels more Victorian etc? This ad is not a bad ad but it feels like it could be for any bank.
Not sure if the client and the ad agency are on the same page here.
Fail
Confusing. The ‘yours’ and ‘ours’ seem horizontally opposed.
I really love the 12 frames of black at the end of the commercial, that was genius.
Wake me up when it’s over.
My eyes are bleeding.
So very, very average.
Cadel was awesome!
At least it’s better than the Westpac work.
Well, one thing’s for sure, it’s no CBA ad, and by the look of it, no one is going to accuse this newly branded bank of going offshore to hire a top creative agency, nor certainly of spending allot of money on foreign A-list director talent, although this local bloke is a Pom.
Looks a bit like the poor man’s version of an idea really, and those horizontal wipes are more than a bit shocking. Fortunately that cutting edge geometric shape-shifting morph of the final image into the title card really saves the spot. Talk about lowering the bar.
In the end, it’s just for Victorians.
“My eyes are bleeding”
Really? I can only presume you’ve never watched commercial television.
It’s a good looking ad.
Not ground breaking by any means, but it certainly never dips into ‘eye bleeding’ territory.
Hey Baba
I can’t make up my mind which moves me more, the Post-It note to menu slip transition, or the traveling edge wipe on the back of the foreground crossing kitchen hand.
You’re right though, the way the Bank logo was transposed into the morph for the title card is nothing short of genius.
in the end, it’s just a big bank pretending to be a small bank.
People aren’t that dumb.
Nothin an ad agency can do about that; it’s just the way it is.
How unusual. We’d expect to see something small trying to pretend it was something big.
And, yes, people are that dumb.
I like the tram bit in the first two scenes.
It helps me know it’s in Melbourne.
Atrocious…the hard part is trying to decide which ad I hate more: ANZ, Westpac or this.
Yes this made me change banks.
Hello NAB!