NAB asks Australians ‘What is money for, if not for this?’ in latest campaign via Clemenger BBDO
Rolling out nationally across TV, radio, digital and social, the latest NAB campaign via Clemenger BBDO, Melbourne brings to life the bank’s longstanding More than Money brand platform by showcasing the everyday things that matter most to Australians.
NAB understands the value of Australians’ money has never been greater. Faced with the crisis we are all living through today, what’s truly important to NAB’s customers is clearer than ever before. Putting money towards what really matters is in sharp focus for all.
Says NAB’s Executive, Group Marketing, Suzana Ristevski: “What is money for, if not for this? is an evolution of our longstanding More than Money platform. In the current challenging times many Australians are re-evaluating their lives.This campaign is about helping our customers refocus on what matters most, and to provide the peace of mind that NAB is here to support those aspirations, whatever they may be.”
Says Clemenger BBDO Executive Creative Director, Richard Williams: “2020 has strangely provided us with a rare moment of clarity. We have all been forced to take a step back and understand what is more than money and more importantly what money is for. This campaign reminds Australians that NAB, like them, understands what is money for if not for our homes, our employees, our loved ones or our businesses.”
Adds Mindshare Managing Partner, Chris Solomon: “The banking sector has never been so important to Australians as we battle through COVID-19 and the economic downturn it’s causing.
“NAB has been supporting its customers through the crisis and Mindshare is incredibly proud to be a part of the new Brand work. As a key partner to NAB, our aim in media is to really demonstrate this support through high-reaching touchpoints and media integrations.”
Client: NAB
Executive, Group Marketing (CMO): Suzana Ristevski
Head of Group Brand: Faycal Ben Abdellaziz
Brand Communications, Strategy & Planning: Sue Brailsford & Dan Hill
Brand Identity, Group Brand: Susanna Hondrokostas
Brand Squad Lead: Nadine Mannering
Creative & Content Development (Brand): Alexander Erkiet, Johannes S Samson & William Leabeater
Media Personalisation (Brand): Adriana Kent & Bridget Larsen
Creative Agency: Clemenger BBDO
Media Agency: Mindshare
Film Production: Revolver
Director: Gary Freedman, Revolver
Senior Producer: Alex Taussig, Revolver
Managing Director: Michael Ritchie, Revolver
Executive Producer: Pip Smart, Revolver
DoP/Cinematographer: Germain McMicking
Editor: Jack Hutchings/Tim Parrington
Grade Artist: Justin Bromley, Fin Design
Music Track & Artist: Michael Hubbard – Lights of Dawn
Music Production: Level Two Music
Post Production: Fin Design
Photography: Photoplay
Photographer: John Laurie, Photoplay
Photography Producer: Ross Colebatch/Alison Lydiard, Photoplay
Retouching: Mike McCall/Steve Pratt
Sound House: Squeak E Clean
Sound Designer/Engineer: Paul LeCouter, Squeak E Clean
Executive Producer: Ceri Davies, Squeak E Clean
Casting: Peta Einberg Casting
23 Comments
This ad makes me feel anger.
Banks don’t care. Children don’t talk like this.
Those who care, demonstrate through their actions. Trying to manipulate people’s emotions hoping it’ll stick to their brand during these times is sickening.
Put your marketing budget towards doing good, rather than slapping yourself on the back and trying to attract new customers.
I feel anger too! What child ever spoke like this…….
It’s the child’s voice that irks me. If it came from an adult I could accept it more.
Do you understand what marketing is?
Apparently not, do educate me.
Personally I love the idea, nice way of doing the overly done talk about life piece. And I love the idea of the execution, but it just falls flat and fees a bit blah. Could have been a good one with a bit more craft
I like how minimalist the TVC is.
As someone who actually does understand marketing, I think @Angry has a point and even going further than this to point out that people are wary of this style of cynical pandering. Especially the patronising music track, the unrealistic kid’s voice and use of a licensed track that has every trope of the naive and trying to scream authentic. Woeful attempt to serve their own ‘feel-good’ BS. What’s your target market? Really, what is it? Are we supposed to trust banks after this? Using a child as their shield? It’s exhausting to trudge through this type of ‘ploy’ that feels like quick sand.
The point of marketing is to make people buy stuff. Not make them feel angry with your disingenuous bs
That wouldn’t be a definition of marketing, but, running with your answer. Are you saying I failed to understand marketing, or that their marketing failed?
As a consumer, they made me feel angry due to their disingenuous creative, am I likely to buy, no.
This is just plain boring
I read all these comments before I watched the ad. And expected something….. well….. worthy of all the anger.
This is absolutely, totally, middle of the road band brand wallpaper. I find it hard to understand how this could make anyone angry. Or feel anything at all to be honest.
Try watching this ad every break every night for what feels like years. This must be one of the most annoying ads ever shown. Totally unbelievable that a child would speak this way. The ad is cheap, too indirect with the message and to think one of the BIG4 would accept this marketing beggars belief. The problem with banks as we all know is they don’t listen to us. Please check out whose making the Cadbury ads and give them a brief so we can all feel good about NAB and it can run for years.
I like this. I like being reminded what money is for. Nicely done.
Was pleasantly surprised to see this was shot by Gary Freedman. Wouldn’t have picked him for it on paper, but glad they did.
If it wasn’t from a bank employee would comments be different ? The opportunity that is before us gives me rise to consider a better social and monetary policy, a way forward to consider the needs of the many would be advantageous, the yield, the profit margin seems less important when gasping for breath. We have an opportunity to change the direction of human kind, but I’ve little faith anything will change. Greed from Fear
The clams folk are so proud of it, none of them have put their name on it!!
This is how all Clems campaigns are listed
Apologies in advance. My comment is fluffy on comparison to above commentary. Is Matt Preston the shopkeeper in this ad?
ps, what consumer actually cares about about ad creativity…..most people ought to know all banks are full of BS and that you should do your due diligence before banking with anyone(customer service, web functionality, ethical investment, culture of business etc etc).
Nab time for change in advertising Manager this is the most rediculous advertisment and as soon as it is on we change or mute !!
Totally agree with angry. Rubbish ad
What matters more that a Debt to GDP Ratio significantly higher than 80? This Fraudulent Plandemic, the Government is responsible for the economic devestation, that valued employee won’t have a job because that small to medium business won’t be allowed to exist. The World Economic Forum and its Billionaire members want to roll in two tier USSR Communism, “by 2030 you will own nothing” and “you will rent everything” from the Billionaires, so prepare for false flag attack or conventional World War and Martial Law and the rolling in of the UN One World Government and Slave Customers to Big Pharma and Big Tracking Tech with the Vaccine Passport, be prepared to line up everytime you’re ordered to for the next genetic reassignment experiment or lose the few freedoms you’re allowed. What matters more than this?
More than money they want your blood.
Utterly deceptive inane mundane campaign
These advertising companies seem to choose actors that look similar to celebrities. Trying to use the star power of well known personalities to push their line. Parasites POS they are.