NAB helps Aussies wrangle their money in new national campaign via TBWA\Melbourne
NAB, in partnership with TBWA\Melbourne and Mindshare, has today unveiled its latest campaign dubbed “Wrangle Your Money”. The national campaign demonstrates how NAB is supporting and empowering customers to make better financial moves.
As part of the “More Than Money” brand platform, the latest work comes at a pivotal time as the country continues to grapple with the changing economic climate.
Says Suzana Ristevski, chief marketing officer, NAB: “We know our customers are being really considered around how they spend their money right now. They need to make a lot of decisions, through which NAB supports them and helps them feel confident they are making the right financial decisions – no matter how big or small.”
Rooted in the idea that NAB supports customers to manage their money when decisions feel wild, the entertaining campaign borrows from cinematic western tropes and is set in the front and back of a baby store. It shows NAB’s expert bankers helping their customers – with a lasso no less – wrangle their money to make more informed and confident financial decisions.
Says Elly Bloom, executive business and private bank marketing, NAB: “By unifying brand and product under a single platform, the creative and media halo has driven stronger campaign results across the bank”.
Says Matthew Stoddart, executive creative director, TBWA\Melbourne: “First it was a house being chased by a Kingswood, and now we have stampeding baby furniture and a wild, bucking cot. This campaign is another fantastical and memorable chapter to add to the story of how NAB supports and empowers their customers.”
The hero 15” and 30” spots will feature across TV and cinema, with further comms to launch across OOH, social, display, radio and owned channels in the coming weeks.
The work follows on from last year’s campaign, which delivered record consideration results for NAB.
Creative agency: TBWA\Melbourne
Chief Creative Officer: Paul Reardon
Executive Creative Director: Matt Stoddart
Creative: Kale McRedmond
Creative: James Southey
Head of Planning: Virginia Pracht
Planning Director: Zac Martin
Senior Producer: Janine Wertheim
Producer: Alana Taylor
Managing Director: Ricci Meldrum
Client Partner: Sarah Tukua
Senior Business Director: Jade Mittermair
Business Director: Ella Hine
Business Manager: Sophie Ford
Client: NAB
Suzana Ristevski: Chief Marketing Officer
NAB – Group Brand Marketing
Hristos Varouhas: Acting Head of Group Brand
Sue Brailsford: Manager, Brand Management
Alastair Sykes: Senior Consultant, Brand Management
Jess Hughes: Manager, Brand Campaign Delivery
Johannes Samson: Senior Consultant, Brand Campaign Delivery
Nicole Bishop: Consultant, Brand Campaign Delivery
Mitch Anderson: Consultant, Brand Campaign Delivery
Lizzie Barclay: Consultant, Brand Campaign Delivery
Susanna Hondrokostas: Manager Brand Identity, Group Brand
Minh Tang: Senior Consultant, Brand Identity
NAB – Business Bank Marketing
Elly Bloom: Executive Marketing, Business & Private Bank
Simon O’Connor: Head of Marketing Metro & Specialised, Regional & Agri
Katherine Venus: Head of Small Business & Digital Marketing
Keegan Nash: Consultant, Creative & Content
Donna Reynolds: Senior Consultant, Marketing Campaigns
Amy Papamarkou: Analyst, Creative & Content
Amy Vo: Senior Consultant, Media Personalisation
AV
Production house: Good Oil
Direction: Dave Wood
VFX: Alt
Sound: Rumble
Photography: Billy Plumber
Media
Mindshare
14 Comments
Like actually painful.
Very entertaining, but feels too-close-for-comfort in tone and style to the Aami Insurance ads.
So, so bad.
Much prefer these than the earnest More than Money ads they used to do. Not groundbreaking, but simple and likeable.
Very AAMI. Good idea but the music and overdubbed dialogue makes this v cringey.
The ownable brand palette really helps this Westpac ad pop.
The fact that people recognise this as too close to AAMI is testament to AAMI. Whether you like ads or not, you’ve got to hand it to that brand for staying the course for so long that a NAB ad feels ‘inspired’ by it.
are there an enough Client credits. Maybe there could be a few more names added for them!
The client includes a lot of ex agency people
Ridiculous amount of people for involved. What do 5 x ‘brand campaign delivery’ consultants even do?
Ughhhh, look at that client and agency list. No wonder the budgets are in decline, so many unnecessary mouths to feed.
The ad feels like post had to cut corners slightly, but there is never any dollars for the post houses anymore, this credit list proves this.
Surprisingly bad vfx. Didn’t buy it at all sorry.
Was the script written by a bunch of 20 year olds? You wouldn’t forego a crib – are these new parents expecting to just have their baby sleep in a cardboard box?
As a customer of NAB, I’m trying to find any prompt or marketing on my app or web account where they offer any support or offering advice for making better financial decisions. I’m so confused. It’s bordering on false advertising. They showing their true corporate greed colours.