NAB tells the story of progress in newly launched ad campaign via Clemenger BBDO
NAB has today released the latest instalment of its ‘More than Money’ campaign via Clemenger BBDO, which has rolled out nationally through TV, digital and social.
‘This is the story of progress’ celebrates Australians’ journeys of progress and NAB’s commitment to progress as a bank.
NAB executive general manager, marketing and customer experience, Suzana Ristevski said as the bank has evolved so too has the advertising and marketing campaign: “NAB has been working hard to earn trust back in the community and being the bank customers can rely on throughout their lifetime.
“This is the story of progress is a celebration of all the incredible moments of progress that occur across our country every day.
“It also represents our commitment to back Australians and the nation, to continue to support all parts of progress, both momentous and the first small step.
“Whether it’s quitting the 9-5 to launch a business or buying a property, building the family farm or taking that dream holiday with loved ones – we want to be there supporting progress every step of the way.”
Clemenger BBDO executive creative director, Richard Williams said this campaign reminds us of the strength in NAB being a bank that is more than money.
Says Williams: “This is the story of progress continues to underpin the moments in life that can truly be enjoyed when you know you have the backing along the journey.
“Australians are big dreamers with bold ideas, who rarely give up easily and this campaign is about bringing to life their stories and saying yes we’ll be there for you.”
“In addition to the film, the campaign is supported by social content, which depict further individual stories of progress, radio and a landing page outlining what progress means for NAB’s 9 million customers.”
Creative agency: Clemenger BBDO
Production Company: Photoplay Film
Director: Daniel de Viciola
Photographer: John Feely / Photoplay Photography
Client: NAB
Chief Marketing Officer: Suzana Ristevski
Head of Group Brand: Ben Knighton
Manager, Brand & Sponsorship Communications: Sue Brailsford
Senior Consultant, Brand & Sponsorship Communications: Karolina Karon
Brand Squad Lead – Campaign Management: Nadine Manering
Consultant, Creative Content Development (Brand): Alexander Erkiet
Consultant, Media Personalisation (Brand): Adriana Kent
Manager, Brand Identity: Susanna Hondrokostas
Consultant, Brand Identity: Samir Elbelli
Media Agency: Mindshare
31 Comments
that’s pretty good.
Hydro do we need to have little children telling us about banks. That would not encourage me to use your bank
Pretty sure Exit made a bank film like this a couple of years ago https://vimeo.com/192210232
Understated but attention grabbing. Credit where credit’s due, best thing for NAB in a while.
For ‘understated’ read ‘invisible’ or ‘impenetrable’ or ‘wallpaper’.
Don’t you already have a brand platform called ‘More than Money’? Why don’t you execute that? I’m really confused what ‘story of progress’ has to do with ‘more than money’… it feels like two different brand ideas trying to compete with each other.
I couldn’t forget it faster if I tried…
I don’t understand what’s going on. She’s talking about a caravan and I’m seeing people walking through doors. And something.
They want their ad back.
Thanks for the special mention. I needed an ad about my goaty.
I might not be the sharpest tool in the shed but I didn’t understand what was going on. The communication feels confused to me. The voice and imagery fight with each other so I had to ignore the visuals to listen the voice and then vice versa to get my head around it.
can someone explain it to me? whats the swimmer doing?
POINTLESS.
NAB CAN.
nice & simple & it doesn’t try too hard. Like it.
Start something?
It’s sweet. Lovely idea well executed
No creative credits.
= progress
+a goat reference
who are all those faceless people besides the goat person at the end?
this is a nice ad for a bank.
beautifully shot, doesn’t overpromise, focuses on what banks can do.
good work, clems and nab team.
???’s question about the swimmer – seems they must have been trawling Exit’s website for reference (as per CHIP’s comment) https://vimeo.com/229975011
You know… swimming, walking, goats, the kids… like a Terrence Malick film, but without any meaning whatsoever. Cut & paste. Then randomise.
I have a suggestion for NAB. Do something about your share price. It hasn’t improved in 10 years. And increase your dividend. Cymbal crash.
Not a bad film, but needs a bit of a jolt for impact.
Did they think of a violent, bloody goat sacrifice?
Yeah, I find this really confusing too. I get the idea but my brain can’t process the 10 different scenarios, the FVO and then the MVO either. But beautifully shot for sure.
What is going on here, I really don’t understand! Bit bold ending with a rural scene when the banks have historically done such a bad job of supporting rural and remote communities. The ad says to me that they will NAB your money to support city based dreamers with lots of cash for playing out their impractical & costly dreams.
wankers
Somebody told me, that the father is voiced by comedic actor, Shane Jacobson, but I beg to differ … any thoughts ???
This is on our worst, most annoying ad ever list….we run to turn it off as soon as it comes up!
I’m getting a significant financial inheritance in the next year or two(2020-21). NONE of it will end up in NAB because of this rediculous, fraudulent commercial. How can a bank that makes record profits during a recession, be “More Than Money”?
More than money, yes depression to think any childrens minds ran as in commercial. .More going on here and its linked to sadness.