Westpac a bank you can bank on?
May 10 2009, 11:33 pm | | 74 Comments
The Campaign Palace Sydney, together with Lavender, Yello and MediaCom, has launched a major campaign tonight for Westpac with the line ‘A bank you can bank on’.
Watch Westpac executives explain the rationale for the campaign.
74 Comments
seriously, westpac, as in, respect, but in the cutesy way? weally?
We’re for dogs?
Kate, it does sound rather familiar…
Could be for any bank,insurance company, financial institution…..instantly forgetable.
Who’s old enough to remember when Westpac FIRST used this tagline in the 70s, when they were still called the Bank of New South Wales?
Then, it was “You can bank on the Wales”, which became “You can bank on Westpac, you can bank on us” when they changed their name in the early 80s. Which reminds me of one of the earliest jokes I heard in the primary school playground.
Q: Why did the man throw his money into the ocean?
A: Because he wanted to bank on the Wales.
My God, what’s happened to The Palace over the last decade? This is the type of advertising you wouldn’t even expect out the big multi-nationals these days. Wallpaper. Generic. Sad.
Westpac is the most consistently successful bank in the country and arguably the world.
Perhaps they have a better handle on what will resonate with their target audience than us ad wankers.
Just a thought.
I know times are tough, but seriously Westpac – a 140k flash video is the best viewing platform you can do?
And yes, this is extremely similar to We’re for Dogs, but without the charm. “We’re factor 50” is an interesting thought, but the execution is too much like a steal-o-matic to bring it to life, and I reckon any half-decent writer could’ve knocked that script out in about 2 hours.
I can’t wait for the recession/depression to be over, so we can quit with all this boring work so clearly designed to resonate with punters in These Troubled Times.
9:36, have you been smoking crack? “So we can quit with all this boring work so clearly designed to resonate with punter…” Um, that’s what we do peanut. We create things that sell things. Seriously, pull your head in. It’s comments like that that are killing this industry.
I can understand the approach that’s been taken but why oh why would you post it on the blog?
9:11 AM Actually dude, the palace has always been pumping stuff out at the same level over the last 20 years – it’s just the rest of the world that’s changed.
http://www.youtube.com/watch?v=f6zoqDupgsQ&feature=channel
9:36, It’s wankers like you that undermine the entire industry. If you want to create something without purpose, go and procreate.
10.04/10.34… congratulations, you’ve won today’s ‘Ultra Reactionary Award’.
FFS, read what I wrote again. I said “I can’t wait for the recession to be over, so we can quit with this tonality and start having fun again”.
Which part of that leads you to think that I want to create work without a purpose? Of course we create the kind of work that will resonate with the times… that’s our job, and I do it rather well.
What I said was that I can’t wait for the national mood to pick up again, because this will allow us to create work that’s more adventurous, more fun, more daring.
Do you understand now? The stronger the economy, the more optimistic the mood of the nation, the more joyous and irreverent our work can be.
Sheesh…
Just awful.
we’re the only bank that can justify such awkwardly expressed metaphors.
The typography is a perfect reflection of how dated this campaign is. Haven’t the Palace got any new fonts or ideas?
This bank clearly needed to do something.
I don’t know what they stand for. They probably were wondering the same thing. We make lots of money by looking after money, but who are we and what do we do?
I don’t mind it, it’s reassuring. And in the mind of the consumer it might just attach some positive emotion to an otherwise figures and facts based company.
And yes, given the times this spot hasn’t splurged on the production nor a wild idea. After all if you saw a bank being really adventurous and seemingly flippant with their money just imagine what they’d do with yours.
a bank that can wank on
Carl said:
9:11 AM Actually dude, the palace has always been pumping stuff out at the same level over the last 20 years – it’s just the rest of the world that’s changed.
http://www.youtube.com/watch?v=f6zoqDupgsQ&feature=channel
May 11, 2009 10:33 AM
Girl on the right, 0:13.
Say no more, say no more.
So how many of you anonymous people work for CBA or ANZ and just can’t help but say something negative?
Some anonymous girl from NAB
mood tape
Sorry for being unfashionable, but I actually think it’s quite sensible. These are times for offering people comfort and certainty. Going for some big, creative execution like a man wrestling a giant ape on a mountain is not relevant. And it would also be a total waste of money in these austere times.
How sad.
What a depressing ad.
b-o-r-i-n-g
As a former Palace copywriter from the golden era of the late 80’s, I’ll surprise you by actually praising this work, albeit faintly.
In these troubled financial times, the public are looking for reassurance. Never mind that the Rudd government has guaranteed deposits for 3 years, but let’s not get sidetracked.
So the strategy, whilst generic, is sound. Sure any bank can say what Westpac is saying with this work, but being first means you own the claim. Are you with me so far? Good.
Next, the style of the work. Sure, it’s not the in-yer-face, irreverent style that made the Palace famous – and a few of us with it – but maybe THAT tone of voice is simply wrong for both the brand and the message.
Having said that, the individual expressions of the ‘caution strategy’ are a rich, campaignable vein, so this idea really is sustainable. It has legs. It’s expressed a bit more gently than we might have in the good old days, but this work is not directed at the advertising industry.
Similarly, I’m sure the art direction isn’t whacky or out-there for a good reason. When you’re trying to reassure the punters that you’re solid and reliable, you simply don’t try to look like you’re trying to invent next week’s ‘new look’.
To those of you who say it IS possible to do highly creative bank advertising, and cite the Westpac Olympics 2000 ‘Parents’ campaign, I’ll just point out that that was a lightweight topic and feelgood advertising was appropriate.
To summarise: It’s bank advertising in a global recession for fuck’s sake.
Another classic case of advertising that targets internal stakeholders and not the consumer. If someone had done their home work strategically they would’ve have realised that Jo Public doesn’t like banks who beat their chests.
Shame really?
Note how nab has dropped its “quirky” typeface lately in favour of something nice and solid and reassuring.
we’re the blue fluff that gets stuck in your belly button.
and the smell on your finger after you’ve dug it out – we’re that too.
Actually James, you’re wrong.
I work on a bank (not Westpac), and all the research shows that the public doesn’t like any banks.
But given they are a necessary evil, in these troubled times they want to be with the biggest and safest bank out there.
And they want the banks to come out and tell them that they are the biggest and safest.
Blame media if you like but i found the 5 consecutive double page spreads in saturday’s good weekend to be outrageously extravagant in these austere times.
Yes of course people are looking for reassurance these days, but that doesn’t mean the ads have to be so boring, dull, and instantly forgettable. It’s wallpaper. No excuse for it.
Sorry 12:24 I disagree and I think Jo Public would as well. However, if you firmly believe you are right then you keep beating your chest. Keep telling the world that you’re ‘Good With People and Good With Money’ or maybe you’re ‘Determined to Be Different.’
cringe
This ad has had a pleasure bi-pass. Thanks for the misery have a nice day.
The fat cats that run the banks are still milking us poor punters despite the hardships of a recession for everything they can.
They don’t give a damn that many people are doing it tough.
They continue to hike up the fixed rates and refuse to pass on the Reserve Bank rate cuts that are intended to protect our economy and its people.
Frankly they make me sick.
The above headline should read…..
‘We’re care factor 0’
They dropped the ‘funky’ font because someone found out nobody has bought a license to any fonts since they moved to Woolloomooloo.
Finally, a bank ad that makes the CBA ads look good (and that’s no mean feat).
How can they claim to be ‘for’ safety and being prepared as well as being ‘for’ an idea scribbled on a napkin before a speech?
It’s “we’re for whatever sounds good.”
The punters are not stoopid.
I’m with Bev on this one, I saw those pages and pages of ads and thought what a waste of money.
And the line? They’re ‘a’ bank you can bank on? As in there’s others I should consider as well? If you’re going to make a statement, own the fucking thing. It should be “We’re the bank you can bank on”, not just a bank.
If you ask me, the agency got given a pile of cash and had a wank with it. If you want to say you’re safe, strong and secure, say it. And sure as shit don’t waste my bank fees on 4 double page spreads, whilst recording record profits and at the same time telling me you can’t pass on the latest interest rate cut.
Could have been sooooooo much better.
Better than that squiggly line shit from a year or two back.
the creative in this sounds like it was derived from a call centre brainstorming session.. it’s just so fuck off. And don’t get me started on the see apples hear apples direction. Wespac we don’t give a ratz what YOU think you are. We think your a bunch or rip off merchants that won’t pass on the interest rate cuts.
9:17 classic ass kissing.
This ad came on television last night and i burst out laughing!
as 4:17 said “we’re for whatever sounds good” with a big fat silent “will you buy that?” at the end of it.
“why didn’t they just show a picture of an ape beating it’s chest, coulda had a shot at a Titanium Lion.
Bank briefs have always read: Big,Strong and Friendly.
So here it is straight off the planners inspired doodles.
I bet the Westpac board loves it.
However someone forgot to say ads must be memorable and if in press interesting enough to read.
Empathy for those facing uncertainty is the missing ingredient in all current bank campaigns.
The wee factor. This is shite.
repetitive and incredibly-boring.
12:05
You raise a very interesting point. You criticise this ad for focusing on internal stakeholders rather than on the consumer. I understand your thinking and agree with you to a point.
The truth is, however, that banks are very complex institutions with multiple stakeholders – shareholders, staff, regulators, analysts, the government, the public and, yes, the consumer. They are also operating in very challenging times. Indeed, they are almost unprecedented.
Therefore, I think that your criticism is a bit shallow. I am not saying that this is a great ad. But ignoring the reality in which it was conceived and produced and the multiple audiences and messages it needed to convey is a bit basic.
Sometimes ads are really clear-cut and can be judged in a very simple, linear fashion. Sometimes – as in this case – I think a more nuanced approach to judging the work is needed.
The palace never ventures beyond the same safe group of directors to make their advertising. That’s why it all looks the same. Motto: Maintain the mediocrity.
Why’s it been taken off the westpac site? Taking it back for another edit?
They did but CB must have found another link. Who would expect a bank the size of Westpac would react to a few comments about their ad campaign on an ad industry blog?
How did those responsible get a job at the Palace?
Interesting question from an outsider.
Do you believe consumers are becomming more educated about advertising and are starting to see through and resist this type of emotional positioning.
Does the research indicate that this style of advertising loses its effect if people become cynical and see through its purpose? Most of the people I talk to are very cynical about banks and talking to them about the Westpac ad they have a negative opinion on it saying they feel they are being manipulated eg “it works for a beer ad because it’s a feel good thing – but this feels bad”
Opinions on this would be interesting – anybody have access to research?
Cheers,
Craig
Ok, yes, you had to write a campaign that said big and safe. Tick.
• It had to inspire the staff. Ah…. tick?
• It had to instill confidence in shareholders…… tick?
• It had to please a panel of 42 fuckwits with no degree in marketing who worked their way up from behind the counter in the branch… Tick. Tick tick tick.
• It had to feature red. Tick.
• Had to use shots of our target audience smiling. Tick.
• Had to use every segment of our target audience, from goldfish to grannies. Tick.
• Had to go on the blog? Come on guys. I know ‘in these troubled times’ you want to keep your client happy, but don’t piss over your mates.
Bank ads are like trying to make it with a lesbian. Shitloads of effort, really difficult, the odds are against you from day one. And when you crack it you feel like telling the world, you’re a legend, an absolute legend. You shagged the impossible. However, when you look at her, in all her manliness, you probably shouldn’t tell a soul.
Unless you’re Glue Society.
That was quite enjoyable to read, 9:56AM
My only issue with your viewpoint is that it shows that we as an industry exist in a vacuum. Our work is not about solving real world problems – big, hard, very high stakes problems.
According to you, our goal is to merely keep each other entertained. That’s a very immature perspective and a good insight into why our profession has been marginalized.
The biggest problem at the moment is a crisis in confidence. We should be at the leading edge of helping businesses tackle that challenge. Unfortunately, we are not and it’s attitudes like yours that go some way to explaining why.
We are not a serious, business-minded profession.
Hey Craig,
Nice question. I think, just my opinion, that anyone who treats a consumer like an idiot fails even more when they do an ad. The thing is these days, there are no ‘tricks’ in advertising anymore. In fact, there probably weren’t any before.
And this kind of ‘building a story’ 1980s crap is probably the worst example of advertising you can find. Because it’s bullshit.
There are tricks to get peoples attention, ie sex / violence / humour, but once you’ve got their attention you need to give them a damn good reason to go with your product, otherwise you lose them.
The other thing you need to do is genuinely connect with them – and you definitely don’t do that by showing a montage of what you feel is your target audience doing feel good stuff. You certainly don’t do it by flashing your cock around with an arrogant, condescending voice over demonstrating you’d be useless without Westpac. You do it through humour, empathy, demonstration.
There are so many reasons why this ad is bad. I don’t have time to list them all.
But I really feel this style of advertising doesn’t work full stop, chest beating montage crap is really not suitable for any product – unless they’re taking the piss out of themselves.
10:18. I was trying to empathise with you keeping your biggest client happy. This ad doesn’t tackle any real world challenge. It just masturbates on camera about how safe Westpac is.
“We’re the condom. In Africa.”
Can they back it up with any real claims?
Speak for yourself 10.18.
This ad is dull and lifeless because it’s missing an idea. Ideas crack through the clutter because we simply can’t ignore a new idea.
This bank ad just tries to rub up-against things which they think their customers want. There’s no idea.
Coming up with new, product relevant ideas is not a science and it’s hard. If it wasn’t then there would be no need for us.
Creatives spend most of their thinking time trying to understand their client’s business problems. That’s where insights come from. They sure as hell hardly ever come from the accounts dept.
We are a business-minded profession. You are just trying to sound smart.
Right now, I’d rather they looked dull and lifeless (and successful) than adventurous, or worse idiotic.
Imagine instead if they presented themselves as so stupid they’d hire (and not fire immediately) an ad agency that had no idea what they were doing. Or advertised that they were daft enough to get guidance from pretend animals…. just after they’ve been sold (for a song) to another bank.
How many customers would be reassured by that?
The comm bank stuff is weird on so many levels for me because its like ‘is that where all my fees are going? is that what you’re trying to say? You’re wasting my fees on platyboxes and shit?’
Which then makes me say ‘I don’t find those ads very fucking funny at all’.
Only bank that hits it for me in Aus is ANZ. Smack bang, on the money.
Dear god, what was that? Looked like the stealamatic : or is it another ‘let’s work with Getty Images to make an ad for half the price that shooting it all would’. Which does work on the price level, but rarely in a cohesive creative way. Anyway, it looks unfinished to me, and the v/o is pretty ordinary. There ya go. Next?
This looks like the Client wrote it. there is no craft whatsoever, either on the idea or the delivery. Just some very expensive ad placement. i feel sorry for lavender
So bad it makes the other bank ads look good.
Even the downright dumb Commonwealth Bank stuff.
Even the just plain silly National Bank stuff.
Even the now incredibly dull (and occasionally inane) ANZ stuff.
I suppose in these times, with so much concern about stability in the financial sector, they can all get away with it. Big is safe is good.
Yet I can’t help but feel there’s a great opportunity waiting for any financial institution that wants to come out and say something that actually means something to people.
Stability is predictable.
Predictable is boring.
Boring ads are unnoticed.
Disagree Shezuan, ‘boring ads do get noticed’.
I normally find Mitre 10 ads boring, but if I’m in the market for a Ryobi Power Drill and Mitre 10 have them on special, suddenly their advertising isn’t boring anymore.
As for ‘stability being predictable and therefore boring’, well, I’d have to disagree again.
Predictability is exactly what most consumers want from a brand. It’s why people happily drop into any McDonalds anywhere;
and stability is what most people look for in any relationship, whether that be with their partner the brands they purchase in their day to day lives.
The broad strategy is OK. The execution is just too bland. Without blowing the budget or getting kooky, Westpac could have delivered a far superior spot.
Add up all the fat salaries both client side and agency to come up with this.
After all is said and done… the meetings, the pontificating… it’s all about the work, and
it’s utter rubbish. What a tragic waste of time and money.
11:06 when you’re in the market for some factor 50 will you pop down to your local Westpac for a bottle..er…pack? Westpac is brand, Mitre 10 is retail.
Westpac – we’re the large appendage we use to screw the average Australian when we refuse to pass on interest rate cuts.
Westpac- we’re the leech in your sock silently sucking your blood.
Nobody likes banks and this ad confirms why…they’re up themselves…Should be a Gruen Transfer brief.
10:52
11:06 here. My comments were addressing Shezuan’s proposition that boring ads don’t work, they certainly weren’t an endorsement of, or commentary about the Westpac campaign. Sorry, if you interpreted them as such, because like you, I think this campaign is all spin and no substance.
10:52 @ 11:06 Ok then.
I thought the ad was pretty good.
A bank you can bank on – for additional interest rate rises!
As an industry outsider I was so affected by this ad that after the third trial of enduring this ad, I had to get online to share my pain. This is the first ad that has motivated me to do so and I found this blogg. I am not a Westpac customer or in advertising.
Can I just say that this ad is so out of touch and disconnected with reality it makes me sick. It truly is offensive. Even the ad itself undermines the bank’s own credibility when the smirking actor at the end jokes about her line (‘I want to say “I am Westpac” but it’s not on there’) ! I thought the Commonwealth ads were bad until I saw this one. The worst I’ve seen in a long time. Oh, and it looks like it was created in the 90’s. Great blogg and interesting to see the different views expressed. God it’s bad.
can anyone remember the TV ad for the Bank of New South Wales in the 60’s. It was for their travel club or christmas club or something like that … encouraging people to save for specific purposes like air fares or cruises.
It was taken from a song that was a hit at the time but I can’t remember the name of it … with their jingle lyrics instead.
Does anyone know what that original song was and who sang it?
It went something like …
Go with the Wales ‘cross the sea ‘cross the sky
I think it ended with “You can bank on the Wales”
It was 1971.
The song was “Like An Eagle” by Miguel Rios
In the real song, the line you quote was “Go with the wind …. ”