AMP launches highlights Aussies’ changing perceptions of ‘wealthy’ in new work via CHEP
AMP has announced the launch of a new national brand campaign via CHEP Network, highlighting Australians’ changing perceptions of ‘wealthy’, exploring the potential beyond well-worn traditions.
The integrated ‘Whatever wealthy you want’ campaign launches across TV, press and radio from 12 February, and reframes expectations around success, acknowledging the shift in consumers’ expectations and life goals. It encourages Australians to think of ‘wealthy’ less as something that happens in the future, and more about finding opportunities in what they have today to attain what matters most to them.
The advertisements feature a range of Australians from different backgrounds and with a variety of lifestyle goals, from collecting sneakers and vinyl records, to embracing a growing family, or more traditional goals like financing a new home. Together, they provide a platform for a conversation about what ‘wealthy’ is and what it means today.
The new campaign builds on AMP’s successful, ‘For the investor in all of us’ campaign and its unique market position with its range of banking, retirement, investment and advice solutions, and is underpinned by AMP’s purpose – helping people create their tomorrow.
Says Wylie Fowler, head of brand and content at AMP: “We’ve seen the definition of wealthy changing. People’s financial goals are as individual as they are, and this campaign explores how AMP has the means to help make anyone’s version of wealthy happen.
“Our research showed us that Australians tend to overlook the possibility of doing much more with the finances that they have today. This brand proposition is about amplifying your financial potential, through AMP’s range of banking, retirement, super, and advice solutions. Ultimately, this all comes back to AMP’s purpose, helping people create their tomorrow.”
Says Robert Boddington and Jack Robertson, copywriter and art director at CHEP: “With the launch of this new platform, we wanted to spark a conversation about what ‘wealthy’ can mean to people today and into the future. This campaign aims to hero what wealthy actually looks like to everyday Australians, and acknowledge that feeling wealthy isn’t about financial riches anymore. It’s great to see a financial institution embrace and celebrate this notion.”
The ‘Whatever wealthy you want’ campaign will be seen on television, radio, outdoor, in social media and online. The TV advertisement will first air on Sunday 12 February, including during Channel 7’s Weekend Sunrise and The Morning Show, Weekend.
AMP AUSTRALIA
Director, Marketing: Renee Howie
Head Of Brand and Content: Wylie Fowler
Marketing Manager: Gina Francis
Creative Agency: CHEP
Production Company: Finch
Director: Bobbsey Twins
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Alexandra Taussig
DOP: Jeremy Rouse
Production Designer: Jen Waters
Editor: Jack Hutchings
Online / VFX: Andy McKenna
Colourist: Dave Gibson
Post Producer: Amelia Bromley, Atticus
Photographer: Adam Ferguson, Photoplay
Sound: Tone Aston, Rumble Studios
Music: Otis Music
Media Agency: UM
12 Comments
This director last three ads ANZ. NAB. AMP
Quite embarrassingly so. And I’m a strategist. Could’ve executed on this without the horrible spell it out VO. A bit of show don’t tell wouldn’t hurt.
This is what happens when planners write ads.
The script is woeful, the copy pedestrian and the line is embarrassing.
The production is not bad though.
That’s some real basic stuff right there.
@ChatGPT, not sure who would think the production is not bad? Feels super amateur, walk and talk with block colours, left to right tracking.
A bot would come up with more interesting coverage, art direction and performances.
It’s bizarre to be doing a category job, when there’s little insight into why AMP is better or will help you become more wealthy. I guess all boats rise with the tide.
…in that OOH
is that dubbed? why is it dubbed?! WHY?!
Woman worm-holing through the kiddie pool into the lake was the only interesting bit but totally out of whack with the rest of the spot grounded in reality.
I would have explored the abstract angle a bit more.
I would have made that ‘wormhole’ bit more fun and more obviously a wormhole. The simplicity is mind numbing.
ATM ram raid executed beautifully!
The VO sounds like she’s reading the rationale from the creative presentation.
Why do we keep seeing so much of this?
Creatives have to be able to turn the strategy into something. Not just put pictures to it.
The question is, who’s at fault? Over-domineering strategy, or lazy creative? Seems one of the two.
I would say neither – just a bossy client who was sold the pitch mood tape and wanted it verbatim! Goddamit