NAB reimagines ‘More Than Money’ in new work via TBWA\Melbourne, Mindshare and Principals
NAB, in partnership with TBWA\Melbourne, Mindshare and Principals, is unveiling a refreshed brand platform including a new brand campaign and evolved identity that showcases the unique relationship between NAB bankers and customers.
Since its inception in 2016, More than Money has created a distinct positioning for NAB as the bank that understands there’s more to life than money.
NAB chief marketing officer, Suzana Ritsevski, said when people feel supported, they are more confident with their money: “We know there’s more to life than money, and that’s why we develop relationships with our customers to better understand their needs and aspirations.
“Understanding the challenges people face beyond money is so important. When we pair this understanding with our expertise, leading products and technology, it makes for a winning combination.”
Says Faycal Ben Abdellaziz, head of group brand, NAB: “Creating a CGI Marvel-esque universe, the campaign taps into the drama that has become our daily reality in today’s ever changing, uncertain world. Within this environment, NAB’s bankers, products and technologies play a starring role, bringing their empathetic financial expertise to a range of everyday ‘money moments’.”
Says a spokesperson from TBWA\Melbourne: “The team at NAB asked us to be bold. So, we created an exaggerated wild world where houses have legs, businesses grow before your eyes and NAB bankers drive around in star emblazoned muscle cars – all as an analogy for the ‘more’ that NAB’s people, products and tech bring to every money moment.”
The launch AV sees NAB bankers and products helping its customers across three larger-than-life scenarios: A NAB Business Expert helping a business owner to take control of his fast-growing business; A mobile home loan specialist helping a young couple to chase down a house; And the NAB app making it simple to save for a desperately needed new car.
Directed by The Bobbsey Twins, the brand launch will be supported across multiple media channels and followed up with dedicated Business and Home Loans creative which unfold the action-packed stories further.
The campaign sees the introduction of a refreshed brand identity and distinctive brand codes including a new audio-visual mnemonic, new font and NAB’s iconic red star playing a bigger, more dynamic role.
Says Simon Wright, executive creative director from Principals: “The refreshed identity is more energised, dynamic, youthful and digitally fit. We’re making a hero of our star – our most unique asset – to embody and drive ideas. These kinds of opportunities to work with your long-term clients to refresh such an important brand don’t come along very often. It’s been a real pleasure working with the whole team at NAB and TBWA to take the brand into the future.”
Says Chris Solomon, managing director, Mindshare Melbourne: “As a long-term partner of NAB our team couldn’t have been more excited to see where the refreshed brand identity and brand campaign landed. Our brief at Mindshare was to make this fresh, exciting, and impactful creative platform live in media in all the same ways. Expect to see it in all its glory across key brand building channels, TV Integrations, Live Sport, Cinema, Outdoor and targeted digital. Great partners make great things happen – well done to all involved.”
For more information visit www.nab.com.au/experts.
Faycal Ben Abdellaziz
Creative Agency: TBWA\Melbourne
Director: The Bobbsey Twins
Edit: Arc Edit
Colourist: Dave Gibson
Music: Rumble Studios
Sound: Squeak E Clean
Photographer: Juli Balla
Photography Production: The Kitchen
Retouching: Cameron Jones
Design Agency: Principals
Media Agency: Mindshare
ANZ is about helping you with money
NAB is about not money?
Love the running house!
And the lucky Bobbsey Twins shot both ANZ and NAB’s latest ads.
They’re in the money.
Super fresh for a dull category.
Great to see new life breathed into an established platform. Feels Big and Modern.
I don’t know…
Despite the vfx and faux epic music trying to persuade me otherwise i really didn’t feel this one. Felt soulless and humourless. Brand red everywhere was odd. Thumbs up for effort to go for something other than the usual bank montage trash. Keep trying please.
Who the £%&! are they talking to with this crap?
Read the market folks.
Wtf did I just watch?
How is this any different to what westpac did 12 months ago? or great southern bank 6 months ago. It’s all just the same bank montage with a veneer of ‘quirkyness’ about it.
Is this the NAB mutliverse in action? Definitely something different and fresh for the category. Hats off to all involved, can’t imagine pitching this was easy.
Yeah you made an Australian ad to the quality of a marvel film. Haha, not quite. But definitely better than that Westpac Garth Davis showreel used to bluff-launch junior directors from Exit.
Something different like Covid was something different for the health category.
Is that what’s being said here with the ‘Marvel-esque universe’? I guess NAB probably feel that way about their people but I doubt it’s reciprocated by customers.
I’ve seen it on TV a little bit lately and have struggled to understand what the hell is going on. Ironically it looks like it was an ad written to be a 90 that they didn’t have money for and have had to settle for a 30 which needs an extra 60 to explain
Struggling to understand probably means you shouldn’t comment…..
Why was the car falling apart and the plants growing weirdly and the house running down the street?
‘My car is falling apart’ so I need new one. Plants equals,’Your business is growing’, so get a business loan to expand. ‘Chasing a home loan’, ‘My home loan is getting away from me’, something about interest rates? Very basic stuff, made strangely too complex and difficult to understand.
Not without some issues… it does feel like a 60″ compressed to a 30″ but a real nice spot overall. Hoping we get to see each of the three stories on their own; guessing they’ll be a lot easier to digest. Love the tone though, feels much more interesting that what some of the other banks are churning out. Great job to all involved.
Actually thought the tone was off. Didn’t hit the mark. Conceptually an interesting reach but didn’t grab hold, poorly thought out script wise or poorly directed, can’t tell.
Will more than money feel like less money when NAB raises their interest rates this week?
Would somebody please explain this indulgence in weirdness to me. I’m an experienced adman, WTF are normal folks supposed to make of it? Everything is crazy and ramshackle – surely not a good metaphor for the solid grip on the steering wheel that people want and expect from the sober institution of a bank.
and what was that audio mix?!
… that there are no credits for the creatives who worked on this. Rest assured, they’ll know how bad this is… I hope.
I really cannot understand what the hell this mush of ideas is trying to do for the consumer.
While I can examine each scene and connect them to banking the ad really fails on the whole.
Have seen this three times now and still find it confusing. The audio mix is dreadful – its impossible to understand the woman in the car and the performance in general is poor. This feels like a script where serious compromises were forced to be made on budget and it shows. Was it really worth leaving clems for…..this?
Hi TBWA employee.
Great job. Very different to all of the bank ads out there. Willcut through and grab attention in a good way. Nice work.
Well done TBWA getting this up with NAB. Agree would love to have seen a longer version. Look forward to seeing where you take it next.
Tells you what they really think of it. No quote from agency even. You definitely need a movie trailer voice over to help explain it, bit cliche but comprehension is important. Hopefully the retail elements work better.
Congrats on trying to push the category but the execution is quite messy and confusing.
If you check out any work TBWA has posted over the past few years, you’ll see we don’t list credits or attribute quotes. All work, particularly of this size and stature, requires a big team. We believe Best Ads is the correct channel for agency credit lists (allowing client credits to take priority in trade PR). Similarly, we don’t believe any single person should be quoted and credited. So no, we aren’t hiding anything. We are very proud of this work. It has researched incredibly well across the board and the executions to follow will unfold the stories further.
well, everyone go go home folks, obviously it’s great work because research said so
Case in point.
“We aren’t hiding anything,” said someone named ‘Nothing to Hide’.
For some reason I honestly thought this was an ad for Toyota when I saw it the other night. Figured it was something to do with a woman overcoming all obstacles to make her way to the dealer because she really, really needed a new car. Guess i wasn’t paying enough attention but I’ve rewatched it now and I still can’t work out what the message is because there’s just too many things going on. Keep it simple next time?
I’m so confused. I didn’t understand the ad when I saw it. Maybe I’m stupid. And when TBWA is credited as being the creative agency, the Principals design agency ECD is quoted. What’s going on at TBWA? Who wrote it? How do I get back to Aunt Mae in Kansas?
has an american accent? That threw me.
From the red to the quirky people helping customers, this is an AAMI ad isn’t it?
Same hammy jokes
Same over the top storyline
Same cringe factor
Ogilvy would be proud.
There’s a storyline???
Girls’ Club from top to bottom.
If you made this ad you’d be happy with your effort (of which there would have been plenty, we all know how it goes.)
If you had nothing to do with this ad but decided to write a narky review while trying to be funny, well thats just a little sad.
It really does beg the question, who would you rather be? I am on the side of people that put in the effort, went to the 3000 meetings, protected what they could and had something to show for it after more than 6 months of trying. Congratulations.
Just because you made ‘something’ doesn’t mean it’s good and doesn’t mean you get a pat on the back just because you made ‘something’. Anyone can make something. Anyone. Sadly we’re not in under 5’s football where every team gets the same trophy just for showing up. If it’s shit work, take the critique. Everyone makes shit work sometimes. And if you think you don’t, then you haven’t made enough work.
I hate it soo much….,