Westpac demonstrates the human element at the heart of banking in new TV spot via DDB Sydney
As Westpac approaches 200 years in business, it has launched a new creative campaign via DDB Sydney, that highlights the business’ commitment to supporting all Australians and the human element at the heart of banking – people always helping people.
Westpac chief marketing officer, Martine Jager, explained this was the evolution of the brands core message, ‘Australia. Proudly supported by Westpac’ but now reinforces Westpac’s support on a more personal level.
The first TVC focuses on The Westpac Lifesaver Rescue Helicopter Service, which Westpac has supported for more than 40 years and has seen over 70,000 missions to help keep Australians safe. The message conveyed is ‘not all Australians are with Westpac, but Westpac is with all Australians’ – the truth of the support of this life saving service and Westpac’s involvement.
Jager said the series of communication illustrated what we do for all Australians, whether they bank with us or not, underscoring Westpac’s customer service promise and nearly 200 years proudly supporting Australia.
Says Jager: “As Westpac enters its third century in business we believe that to be part of the future, we must play our part in building it. At the heart of our brand we are a community brand and as Australia’s oldest bank and oldest company, we are incredibly proud of the role we played and will continue to play in helping all Australians.
“As it relates to our products and services, over the last two centuries we have learnt a lot about Australia, the important moments in their lives and their financial decisions – as a result we have a true depth of understanding and empathy delivered by our people, that is the core of the Westpac brand. The evolution of the Westpac brand captures this, it celebrates the emotion of people in key life moment such as owning their first home, paying their first employee or having their first child.”
The campaign has launched across TV, OOH, Digital and Social.
37 Comments
Last chance here Brendan.
Really fresh for the category. Well done to all.
This ad made me throw up in my mouth. Don’t worry, Westpac will save you. What a crock or syrup!
That’s exactly the sentiment my family had.
The leverage is so clunky and nauseous
The script so laboured and over-written.
It really is all at sea….
Yeah just not sure it’s believable to your average drowning Aussie. When you say you’re for me I question harder whether you are than if you hadn’t said it in the first place. Maybe it’ll work…I’ve been wrong before.
Love it – well done DDB
This makes me feel like I’m being told off in some way. Makes them seem somehow ungracious in their assistance…
Worst client ever. Not the whole bank but a certain lady in charge.
The worst.
So with that in mind, DDB never stood a chance and this is actually ok.
Well done Noah, Matt and team!
In the early days, they let ANZ customers drown. They decided it wasn’t a good look.
Must be a reason nobody’s name is on this.
‘He’s a sailor… But more of a novice sailor as it turns out.’
Not sure why but as a boatsman who’s been in that position before, that really irritates the shit out of me.
Saw it last night and I thought it was beautiful.
Rachel Ward on the VO?
So many cynics on an advertising blog… who’d have thought?
I reckon it’d cost a fair bit to keep those choppers flying all those years, so while I’ve never personally needed one, I am glad they’re there.
I don’t begrudge Westpac taking some credit for doing the community a good deed. They don’t have to.
AS for the production, great job. One beautiful shot, great VO… lovely job all round. If I’d done it, I’d happily stick it on the reel.
No, don’t work on it or at the agency. Yes have worked on Catspew as we used to call them and appreciate the achievement in getting a one shot single minded ad out.
Naomi Watts on the VO? Lovely ad
Cate Blanchett on the VO?
That is Cate Blanchett for sure. Classy spot. Well done DDB. Love the one take thing. TT will be missed.
love it
Very poor taste considering the people who actually risk their lives saving others are surf life rescue and nothing to do with Westpac and I’m sure they don’t give a crap who you bank with. Some stories don’t belong in adverts.
Yeah Westpac, we’ll save you…
Except if you’re a refugee we’ll put you in prison.
Weird idea to celebrate Australia with.
I was hoping to hell it was for someone brave enough to talk about the refugees dying at sea. But it was for Westpac. For Australians. And we all know that means no refugees. A beautiful ad that was bad taste, if you ask me.
I bank at Westpac and it doesn’t sit right for me.
I’m glad they have been running the chopper (for ever), and the production values are great, but the whole “he’s not even a customer” thing is vomit
You can’t lose that much business and pretend it’s all ok by producing a few mediocre TV ads.
Are we meant to feel guilty because Westpac are there for us in our moment of need, even if we are not their customers? Supporting the community, but nicely loading it up at the same time! Feels a little too self righteous!
advertising your tax deductible naming rights support of a charity. scum. and way to insult those you are saving. scum
What a nice bank they are – they even save people who AREN’T THEIR CUSTOMERS! Wowee.
I like it. Well done all.
“Of all the services we offer, it’s one we hope you never have to use” was a great line from work for the Westpac Rescue Helicopter a few years back, and still the best by a nautical mile.
That’s bad. Why would you do this? Why? You already have a Hoover-type moment, everyone refers to it as the Westpac Chopper. Why would you do something that tarnishes that?
I’d rather watch Nick’s review of the Bell 407 GX helicopter that came after the ad, it was more enjoyable to watch. Twice the power of the 206 you say? Impressive.
https://www.youtube.com/watch?v=R8zIZhsdJQw
Terrible. Terrible script, terrible execution and incredibly patronizing to boot.
DDB is a sinking ship.
This is the worst ad, I’ve ever seen… how did this get through the keeper?
Such a poor script and music.
All good will has been lost in one ad… what a shocker.
And never will be.
This advert made me so proud to bank with Westpac, the message was clear that they’re here to help us and they’ve certainly helped me and my family for many years when ever we’ve needed them. Well done Westpac and thank you for everything you do for us and for Australia
It is no help if you save two people one minute and then make 1000 homeless the next week because of corrupt and deceitful insurance banking and lending. The latter can lead to domestic violence suicide divorce. Do the sums Westpac. The Australian community hate you. Your day of reckoning is coming. Give your helicopter money to battered wives shelters – where the violence is caused by your corrupt policies. Then advertise that. You might actually do some good , but we all know you have not got the guts. You have been and always will be as weak as pi**
Please feel free to refuse assistance when you are drowing if you hate Westpac so much!!!!
Hi, i love the music and the ad. Anyone know this piece of music and who the composer/artist is? Thank you.