AMP and Banjo launches ‘Own Tomorrow’ strategy with 60 second TVC airing Sunday night
EXCLUSIVE: A new campaign for AMP, via agency Banjo, Sydney, is set to launch on Sunday night, spearheaded by a 60 second brand commercial, directed by Exit Films’ Glendyn Ivin, which unveils a new position for the company: ‘Own Tomorrow’.
“The AMP brand is a great story. From the day that we started workingon the business the challenge has always been to make the brand morerelevant and engaging as an investment specialist for all Australians,”said Andrew Varasdi, managing partner of BANJO Advertising, Sydney.
Thenew campaign leverages key strengths of the brand, specifically itsheritage and track record as a wealth management and investment house.
SaysBen Lyttle, Banjo’s planning partner: “AMP’s strengths lie in helpingAustralians realise their financial and investment possibilities. Andwhen these possibilities are realised, Australians can begin to owntheir tomorrow. Fewer subjects are more emotionally charged andrelevant than the desire for each and every one of us to own ourtomorrow.”
The television will be supported with outdoor andonline activity with a series of product advertisements set to roll outin the coming months.
Agency: BANJO Advertising, Sydney
Production Company: EXIT Films
Director: Glendyn Ivin
31 Comments
Yet another one of those American style, corporate wank, philosophical ads that tells us nothing about the company whatsoever, God i hate them.
Owned.
Do you really feel this is going to be the easiest strategy to share your thoughts?
‘Own tomorrow’ is a cool positioning and I like the spot. Although that diamond shot is a bizarre doozy, completely out of tonal sync with the rest of the beautifully shot stuff.
given i can’t even remember an amp ad let alone have thought about them this at least makes me stop and think. i love the line.
I think I won’t seeing this over and over on TV. Better than what they were doing before. For a big client, above average.
Like it!
Better than that junk ANZ put out recently with the animated objects flying over people’s heads. It’s nothing strategically innovative but the line is pretty good.
the ad’s been well shot and the line has great potential. good work for a financial client.
Agree with 1:28. Not a ground breaking strategy but a great line
after hearing so much about this, location diversity etc…it’s left me feeling incredibly underwhelmed.
Spot the hand of a master? With Jo (Alan Johnston) doing the voice-over it suggests that this is the return of the maestro. He always was good with a line.
i was standing on a chair with a noose around my neck, then I saw this ad and realised that life is worth living because I can own tomorrow. unfortunately I slipped and choked to death.
Yawn and you’ll miss it.
another soulless big brand wank that leaves me none the wiser.
As a member of the target audience – older preretirement savers – I get it. Perhaps the
appeal misses some of the younger guys commenting on this.
Are we back in the 70s? This is woeful.
Finally a campaign that understands what we want when it comes to money and future. Shot to inspire.
Given all the crap out there for the banks, these guys at least have broken through the ordinary wallpaper… like the line as well
‘older preretirement savers’? Let me guess, you’re either a, the client, b, the planner or c, the suit.
Do Banjo only do strategy now and no execution?
This is the third I’ve seen where they only claim they did the strategy bit…
Just curious.
More brilliance from Jo – it’s typical that in this over-engineered profession the classic advertising craftsman can still cut through the bullshit to deliver something simple for consumers – which is all they want…
The first ad I can remember that tells me what AMP actually stands for.
It’s a lovely angle and a great line. A rare solid platform.
the voice over artist “oughta be congratulated”
It passed the ultimate BS test – my wife rarely responds to the majority of rubbish that masquerades as advertising. But this idea connects with how she’s feeling at the moment. The positive tonality struck a chord bigtime, and she’s bought into it. (no mean feat)
For mine, I assume the campaign will kick into substance mode fast and tell me how I can ‘own tomorrow’ – also I’m happy to be talent on a golf version at St Andrews or Augusta.
I liked the “seat waiting for you” thing and then the “waiting to be looked at” thing and then all the other things that were there just for me if I had someone to help me get there…
…..but then, yet again, I was told by some faceless financial company – to do something…to “Own tomorrow”…No! I don;t want to own tomorrow – I just want you to tell me what you’re going to do for me…why should I put my money with you?
Don’t tell me to do something….I’ve had enough of banks telling me what they think I should do…..
Even Comm Bank makes a promise now….
This ad looks like a mood reel from the 70’s.
It looked like “someone’s going to spent a lot of time on istock footage”
Soory guys
Give us your money, and we’ll own tomorrow. Mwahaha.
Seriously nobody can answer me. Does Banjo only do strategy now? No creatives executing anything? None of their creatives wrote this script or the previous 2?
Extremely curious.
the line doesn’t work. Tomorrow never comes. therefore, you could never own it.
its like a tshirt i use to have it said “i’ll pay you tomorrow”
it’s great to see the ex-singo suits are still writing the ads.
Marianne. We dont need to bring this all back to strategising. It should be about how it makes the watcher feel. How do they feel about AMP before they saw it, and afterwards? The strategy comes later with the product based information.