Three posts in three days.......It's a blogging frenzy!!!
This latest Commonwealth Bank campaign got me thinking.....how far off the mark are these guys and what really is a relevant insight for a banking customer?
And do you have to employ an american ad agency and feature the bloke who directed Transformers to bring that insight to life?
Maybe the client got sucked into the typical ad agency hype about how an ad has to be funny for it to be effective. I've had this shoved in my face so many times without any insight back to how the target is likely to respond to it in the context of what the brand is trying to say.
So here's the thing. 20 years ago the State Bank of Victoria created an amazing campaign that worked it's way into the vernacular with four words - "It's your money Ralph".
Two actors on a couch, with a newspaper prop, well directed and well written.
It's not funny. It's just true. And it struck a major chord.
Guess which bank owns the State Bank of Victoria now?