Renowned Aussie digital lender Nimble, has launched a brand-new TVC campaign featuring the comical character William “Bill” Shock. From independent creative agency Cyclone Creative and production partners Monster & Bear, the next instalment of the Nimble brand story hits screens this November.
With the worst of the pandemic behind them, Australians have entered the second half of 2022 in search of relief. That relief hasn’t materialised. The country has been hit with repeated interest rate hikes, a skyrocketing cost of living, and increasingly difficult borrowing conditions. Nimble’s new TVC campaign aims to reassert the brand as the “lender in Aussies’ corner” during these challenging times.
The campaign addresses living costs from the perspective of young people who’ve been plunged into the harsh financial reality of “adulting”. Meme sensation, Josh “Magikarp Guy” Saunders plays the aptly named Bill Shock – a character whose jaw is permanently dropped due to recurring financial shocks of the past few years. While he’s a farcical character, he expresses a very real emotion that everyday Australians are feeling; panic accompanied by a strange numbness at the escalating cost of living.
Says Brigid Davey, general manager, marketing at Nimble: “With this TVC, we’re touching on the reality of 2022 – the rental crisis and alarming grocery and petrol costs. We have delivered it in a non-threatening and humorous way. We see enough bad news every day on TV; we don’t need another negative reminder. Hence why we wanted to produce a campaign that’s amusing and eye-catching. So, let your inner Bill Shock out, and just Nimble it and move on.”
Cyclone’s development of this concept gives the quirky, relatable Nimble tone of voice a new life – taking them into the next iteration of their brand. Upholding and reinvigorating this tone for the chaos of 2022 and beyond was a priority for AJ McLaughlin, art director at Cyclone Creative: “In a world that’s as unpredictable as ever, we sought to create something ownable for Nimble with Bill Shock. Every time my oat latte jumps up another 20 cents, I fight with myself to keep a straight face, but my inner Bill Shock tries to leap out. We can’t stop the barrage of escalating prices, but Nimble can be your solution in times of financial need.”
The highly anticipated TV commercial debuts in November, with 15- and 30-second TV ads across all major Australian networks, as well as YouTube.
Chief Executive Officer: Grant Mackenzie
General Manager, Marketing: Brigid Davey
Creative Agency: Cyclone Creative
Managing Partners: Christian Vasquez & Sam Hooper
Creative Director: Leslie Preyer
Account Director: Lucy Ingram
Art Director: Andrew McLaughlin
Copywriter: Emily Weir
Producer: Lauren Napthine
Production Agency: Monster & Bear
Director: Roxie Halley
Producer & 1st AD: Maria Alejandra Perdomo
Production Assistant: Paris-Jade Webster
DOP: Josh Mitchell-Frey
1st AC: Lewis Warner
Production Designer & Assistant: Karli Loredo
H&MUA: Maria Gullace
Sound: Hassan Lahrech
Post-Production Manager: Tori Brennan