DDB banks on universal truisms
DDB’s brand TVC relaunch campaign for ANZ empathises with everyday New Zealanders and aims to demonstrate the bank “lives in their world”. Awww, those caring banks. The ads were shot by local director Adam Stevens from Robbers Dog and were filmed in and around Auckland (check out the other two spots here and here).
DDB NZ executive creative director Toby Talbot says the agency worked with ANZ to identify a fundamental human need for banking to be simpler and more people-focused in a world that’s becoming increasingly complicated and cold. “The Perfect World campaign was inspired by universal truisms, insights and observations about people, their day to day lives, and the way they look at and feel about the real world around them. And if there’s any one truth that’s pertinent for today, it’s the truth that the world’s not a perfect one.”
Liz
April 27, 2010
Finally an ad campaign which makes the ANZ seem approachable. Well done guys!
Debra
April 30, 2010
Never has the superiority of NZ advertising over our Aussie counterparts been better demonstrated… given the task of executing "we live in your world" locally in each market, the respective agencies have taken entirely different approaches, with the Aus ads focusing on what's bad about banks (though Barbara the bad bank manager is hilarious), while DDB has chosen to focus on the NZ 'take' on consumers' perfect world. Good stuff DDB!
Duncan Stuart
April 30, 2010
I just don't get these ads at all. I'm seeing ads that say yep, life can suck. Life can be real disappointing in fact. But then the punchline offers no relief from that sad verdict. To paraphrase: Life disappoints…so we're just the kind of bank you'll expect….
I get the impression ANZ has finally decided it can't meet the service level ratings of all the major competitors, so it is trying to lower our expectations instead. Was this the intended message?
No don't answer that.