‘Break Up’ continues as Clemenger Melbourne and NAB conduct experiments in honesty
Clemenger BBDO Melbourne today launches the latest instalment of NAB’s “Break Up‟ campaign, called “The Honesty Experiments‟.
NAB is again drawing a line in the sand and applying its philosophy of “More Give. Less Take‟ – this time to its credit card offering. The Bank firmly believes Australians deserve an honest credit card – one that is less complicated and with no hidden fee structures.
To reward the honesty of Australians with credit cards from NAB to match, Clemenger BBDO Melbourne created a series of experiments designed to test (and candidly film) just how honest Australians really are.
With scenarios ranging from wallets being dropped on the street to a barista who deliberately gives customers too much change, these social experiments show people‟s real behaviour and the lengths they’ll go to try and be honest.
Clemenger BBDO Melbourne executive creative director, Ant Keogh, says, “Like the “Breakup‟ before it, this creative idea comes out of NAB changing their behaviour compared to the other banks. Once again, we are just showcasing a great product in a creative way.”
NAB general manager cards and personal loans, Mike Shurlin, says introducing credit cards in line with the honesty of Australians felt like the right thing to do by their customers.
Says Shurlin: “Whilst this move is something that might make us unpopular with the other banks, we know that both new and existing NAB customers deserve to be treated as the honest people they are. With this new campaign, the Agency has once again captured this in a creative and relative way for our customers.”
The Honesty Experiments will launch online and spread through social media, then go mass through television and more traditional mediums.
Credits:
Client: NAB
Executive Creative Director: Ant Keogh
Creative Directors: Tom Martin, Julian Schreiber, Rohan Lancaster, Darren Pitt
Senior Creatives: Ben Keenan, Quenton Miller
Senior Agency Producer: Sevda Cemo
Director: The Glue Society
Production company: Will O’Rourke
Production company producer: Ian Iveson
Post production company: The Editors /HUB PLUS
Sound production company: Flagstaff Studios
Music Production company: Level Two Music
Account management team: Simon Lamplough, Andrew Drougas, Belinda Danks, Melisa Lay, Tanya Garma
Planner: Sarah Malcolm
Director Digital Innovation: Eaon Pritchard
Executive Interactive Producer: Sasha Cunningham
Interactive Producer: Terry Mann
22 Comments
Absolutely brilliant. That’s the way to make you feel good about a bank.
REALLY??
Fun. Well done.
Nice idea.
Cannes thought so too.
Honest Tea Gold Cannes 2011.
Honest tea was featured on this very website wasn’t it..?
C’mon guys
http://www.campaignbrief.com/2011/03/in-the-usa-honest-tea-is-the-b.html
So nobody can talk about ‘Honesty’ now that Honest Tea won at Cannes – is that what you’re saying?
There’s no such thing as a new idea, just fresh & brilliant executions of old ones. I’d say this falls into that category.
Well done Clems & NAB (again)
Doc! You’re right!
Can the NAB tell me how they can afford to spend thousands on these ads appearing to care for their customers but yet can’t find the money to fix the ‘technical glitch’ that left thousands of their customers without access to their money more than once this year? The ad screams arrogance both from a creative and client side.
Haaaaaaaa! Been done before, keep up guys.
Do we need that many credits for what is essentially candid camera? Please folks enough of the meetings.
This is good.
But no ad agency can honestly lay claim to the idea of a hidden camera honesty test.
A Current affair and Today tonight type shows have been doing these for decades.
Not as well but they are on these shows all the time.
The Gold Lion should have gone to Tracy Grimshaw.
BIG RIP OFF OF ‘HONEST TEA’
Honesty.
New? No.
For a bank? Wouldn’t work for ANZ, Westpac or CommBank!
3:24 you are absolutely right! The other TV ads in the series also make me seriously question NAB as an institution. Take the one where the guy is being pelted by golf balls at the very exclusive golf club – a club where no ordinary man could ever afford to play by the way. If we’re supposed to believe NAB is about more give and less take then why does the guy clearly still have a very expensive membership to a very exclusive golf club where no ordinary man could ever afford to play?? Practice what you preach NAB!! More truth, less lies.
Yeah Aussies are honest, f*@kin’ banks aren’t!
I have never seen the Honest Tea work and I’m guessing neither have 99.9999% of the Australian public. In the real world it doesn’t actually matter
This is a good bank ad.
Bank ads are hard because ALL banks are bastards. No matter what brand of bank they are. What people must decide is who is less of a bastard, right now, it’s NAB in my book. ANZ are not looking at me when they talk to me, Westpac are boring the living crap out of me and taking credit for my hard work and the Comm are just so up their own arse I’m not entirely sure what they’re telling me. Last time I looked it was about two snotty bitches racing for the same ugly vase in David Jones.
As for St George, the day they started saying they didn’t know what size they were they lost my interest completely.
I don’t work for the agency or the client, but I did watch all 3 of their spots and thought they were great.
That is all.
The credits list is indeed a long one but after the run of work NAB has produced wouldn’t you want your name associated with it to?
3:40 this is what happens when an agency is proud to work on a client.
After the last few months on NAB who can blame them.
Success has many fathers and you’re just jealous you aren’t one of them you impotent twunt.
While i hate the whole obsession with ‘done before’ and prefer to say ‘done better’ (most writers know there are really only 7 stories in the world), Honest Tea was rather nice and poignant in my view.
Good stuff tho Clems and congrats Ant on the PR Grand Prix, well deserved.
Good continuation of the current campaign.
It’s a thumbs up from me.
Nice idea but it’s insulting that NAB think consumers cannot see through this facade. Yes it’s a playful idea with a few laughs, but will that alter the perception that banks are tossers? I think not.
It’s about time aussie companies started showing us they’re different rather than telling us.
It’s like the loud kid at school who says how tough he is, but who loses all credibility when he never shows it and gets beaten by a weaker kid who keeps quiet but shows it. Show us dont tell us!!!