Commonwealth Bank focuses on community work for its latest brand campaign by GS&P
The Commonwealth Bank will launch its latest TVC this Sunday night from US agency Goodby Silverstein & Partners. Directed by Jean-Pierre Jeunet, famous for directing the feature film, Amelie, the black and white spot promotes the Commonwealth Bank Staff Community Fund. A second TVC, focusing on customer service, will launch in a few weeks.
Shot in Melbourne, using all local talent, the style represents a new direction for the bank which has dropped its infamous American advertising agency campaign. Running until the end of the year, the campaign will also feature print, outdoor and a 3D cinema ad from August.
Commonwealth Bank Staff have given grants — now up to $10,000 each — to groups helping children for the past 93 years. The advert serves as an extension of the bank’s ‘Determined to be different’ brand platform, bringing to life the bank’s commitment to customer service and its work in the community.
21 Comments
I’m not criticising the ads, but to use Jean-Pierre Jeunet, Erik Vervroegen and Goodby Silverstein and Partners for this is a bit like buying a Bugatti Veyron to cart firewood around the paddock.
Hope the rest of the campaign utilises Goodby, Erik and the exceptionally talented and undoubtedly expensive Jean-Pierre a little more.
So, wank bank is about to spend millions of dollars to tell us that their staff – not the bank itself – donates thousands to charity. Smug or what. Maybe if the bank just handed the dough they’re spending on the campaign to the Savlos we might like the a bit more.
Agreed. An Aussie director and agency could have pulled this off a lot better.
Toad,
I think ad is ok, certainly better than the last round of work, however it’s an ad to make people aware of the grants so they can get one.
Surely thats OK.
Perhaps the first thing this bank should concentrate on is finding ways to lower fees, provide better service and being a better bank, rather than trying to being the Mother Theresa’s of the nation. And one more thing, I hate [yes, hate] kids telling me what I should do.
Creepy
lighten up
I thought Michel Gondry directed Amelie
FAIL = I was wrong Gondry didn’t direct Amelie
Wow CBA cares about kids! U wouldnt know it by the way they rip them & their parents, friends & relatives totally off daily, weekly, monthly, yearly, decade after decade. There’s a reason everybody hates banks & no amount of creepy happy faces & faux philosophical/poetic scripts with pseudo sincere voice-overs can change that. Mmmnn… I wonder what could? F U!
You know we got this great coles commercial that goes ‘down, down, the prices are down…’
Maybe I’ll get Stephen King to direct it.
100% correct 1:55pm.
At least the Coles ad is what it is and doesn’t pretend otherwise.
But, why should we be surprised at the CommBank marketeing dept wanting Jeunet? Aren’t they the same people who had to go to the US for an ad agency?
What if you had a bank ad like this.
Shot on the Canon 5D for about $15000
You open on a locked off shot of the the CEO of one of the big four sitting at his desk.
CEO ‘ Hi I’m the CEo of Bank xxxxxxxx. Last year we spent $10 Million on advertising, this year we will not, this is the only commercial we will be making all year. This will save us about $9 million. That money we will give back to our customers. No ATM fees, better interest rates, lower rates across the board. You might get bored of our add but I’m sure you can live with that.
Now i know who to call for the world’s creepiest VO.
10.39. You say surely it’s okay to do a tv campaign to let people know some grants are up for grabs. Well it isn’t. DM would do that job more cheaply and effectively. Besides, I’m sure there’s a queue of kid charities already busy asking the banks for crumbs from their table.
And another thing. Jeunet peaked with Ameile, and is now just indulgent. There were only 2 people in the cinema when I went to see his latest film MickMacs, and one of them was my wife snooring. The whimsical French thing is so arthouse circa 2003. I can’t imagine it resonating with the good people of Boondall.
6.48 nice idea but then how are any of the dickheads who post on here gonna make a living?
3:36 I have no idea. I mean I love all the guys involved in this, especially Jeunet.
But honestly… Next thing they’ll be calling Tetsuya to cook their baked beans at the company picnic.
And us fuckers will be paying for it.
Shit I just gave them another idea.
6.48… FAIL!
voiceover gives me the willies,
subtitles would be much more Frenchy
Oh good, i’m not the only one that finds these ads totally creepy, ugh!