Westpac celebrates a beautiful partnership for Origin in new campaign via DDB Sydney
A rousing musical number starring a banker and a referee aired during last night’s first State of Origin game. The commercial celebrates the recent partnership between Westpac and the National Rugby League (NRL) created by DDB Sydney.
Directed by Revolver’s Matt Devine, the feelings of these two much-maligned professional figures come to life. Through their shared anguish, the banker and referee find both solace and strength, proving the partnership between Westpac and the NRL is a beautiful one.
Says Annabel Fribence, chief brand and marketing officer, Westpac: “At Westpac, we are extremely proud of our sponsorship of the NRL and NRL Women’s (NRLW) competitions. We know nobody really wants to think about banking during the footy, instead we wanted to be adding to the positive moments of the sport.
“So we set ourselves the impossible goal of being as entertaining as the game, at least for the length of an ad. There’s nothing more Australian than being able to take the mickey out of yourself. As Australia’s oldest bank, it just felt right.”
Says Matt Chandler, executive creative director, DDB Sydney: “An epic slice of musical theatre was really the only way to do justice to the coming together of Westpac and the NRL. The plight of these two characters was a joy to bring to life for all of us, so we’re very excited for their story to be told on one of the biggest nights of the rugby league calendar.”
Westpac is the official banking partner of the NRL and provides equal financial support across both the men’s and women’s competitions, with a committed dollar-for-dollar investment.
The partnership extends to all levels of the game, providing junior pathways for emerging women through the RISE Rookie Academy and support for regional communities with the Roads to Regions program and Community Awards.
Client: Westpac
Agency: DDB Sydney
National Chief Creative Officer: Stephen de Wolf
Executive Creative Director: Matt Chandler
Creative Partner: Dan Bolton
Senior Creative: Henry Kember
Copywriter: Hannah Lawson
Art Director: Kate Idle
Managing Partner: Sasha Firth
Group Business Director: Siobhan Kelly
Senior Business Manager: Manon-Debus-Pesquet
Chief Strategy Officer: Fran Clayton
Head of Brand Performance: Michael Sinclair
Senior Strategist: Tom Witcombe
Group Head of Delivery: Adrian Jung
Senior Producer: Liz Nunan
Operations Director: Tim Lunken
Production Company: Revolver
Director: Matt Devine
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Senior Producer: Serena Paull
Director of Photography: Jeremy Rouse
Production Designer: Enzo Iacono
Costumer: Sophie Fletcher
Post-Production: ARC EDIT
Editor: Dan Lee
Colourist: Ben Eagleton
Online: Eugene Richards
Producer: Jess Ryan
Casting: Danny Long Casting
Music Composition/Publishing: Soundtree Music Publishing Limited
Music Title: We’re Only Human
Composed by Joel Hartman
Soundtree Senior Producer: Neil Athale
Audio Post: Rumble Studios
51 Comments
Another home run from Hannah Lawson <3
That’s even worse than the sport of Rugby itself.
No doubt this ad will bring out the lovers and the haters. I am a lover. Not many clients brave enough to be self-deprecating. Finance industry advertising needs a shake up beyond the safe cliches.
This ad is about as out of touch as James Tedesco was last night. Go and look at twitter and search Westpac State of Origin.
Made me laugh.
I am a lover. We need more ads like these that push the boundaries for industries that usually choose the safe route.
Nah!
Feels like an ad created by people who don’t watch NRL.
Second-class thoughts from Australia’s second-class city.
This is terrible.
That’s brilliant.
Every once in a while someone makes a great advert that reminds everyone what a great ad can be. This is one of those. Congrats to all involved.
I haven’t seen a partnership this effective since Eric Harris and Dylan Klebold
why is the ref dressed like an NFL umpire?
footy refs don’t dress like that…
Big investment to spend on 2/6 states in Australia. Nice execution though!
Brilliant, the random insert of the parking inspector, made me laugh out laugh 😂👏
Good job Hannah
Bank bashing is a national sport. I like that they own it
https://www.dailymail.co.uk/sport/nrl/article-12143687/State-Origin-Westpac-ad-slammed-footy-fans-Queensland-vs-NSW.html
Nicely directed Mr Devine.
I would prefer to give my money to Melissa Caddick than that banker.
Absolutely terrible and embarrassing But the list of credits suggests DDB is proud of this?
Love this. Bloody refreshing stuff. Congrats guys
I can’t see any red-blooded NRL fan not liking this.
I mean, well done on a spot ad-people will like. However, I do feel sorry for all associated when this goes out to pitch in 6-8 weeks time.
“All I ever wanted to do is to help you financially”… yeah, right.
This is very,very good.
Was watching the game at the pub, when this hit eveyone audibly groaned and told westpac to gagf. From nascar driver uniforms on our blues, to celebrating fat cats in an inflationary period where banks are going to take their houses. Couldn’t have done worse.
How good is it to see something that’s different for the category/ies – both banking and sports sponsorship. Onya DDB, this is a fun one.
Original and fun. Unlike the comments knocking it.
A musical theatre piece involving referees & bankers isn’t an ad for the everyday Blues supporter. Feels like a Wendell Sailor apology ad is on the horizon
Before we pat everyone on the back, pub sentiment on first view of this was horrendous.
Missed the mark.
Nice diversity. There are woman refs and bankers you know?
Puhleeeeze stop it.
What lame pub are you going to where people are watching the ads? Sounds like a fun crowd…..
You’d know it was on Channel 9 and that ads are mandatory. Pub or not. But you don’t know that, because you don’t watch origin.
Tone fucking deaf
I don’t like much of Thinkerbells work but the XXXX for the Maroons well eclipses this from Westpac. This is just a film that misses the mark comedically and culturally right now.
Every other big four bank looked at this and couldn’t believe the own goal. Would be sweeter if it didn’t make us all look bad.
You might not like us, but you need us.
Honestly we should be applauding anyone that is brave enough to back and fight for engaging original work. Whilst an idea like this should drum up plenty of criticism, I for one love it. Well done Australia, good on you for not doing another vanilla campaign. More bravery from agencies and clients like this please.
Thanks for the support Westpac. Nothing like being compared to a fat-cat banker and only one notch above ticket inspectors.
We constantly complain that our clients don’t trust us. Yet we produce things like this, that, while funny to us, make the bank look like they’re saying ‘Let them eat cake’ after umpteen successive interest rate rises with very little passed on to savers. Get out of your bubble and be friends with people outside of the industry, preferably outside of your musical theatre bubble.
Apparently some marketing guy was on his way to a Waratahs match and nipped into a servo to buy a vape but some inner west lefty had just grabbed the last one so they compromised and made this ad JEEEEESUS
I guess they forgot to take notice of who the audience is in the brief?
Well we liked it, what’s your problem?
slay
“Nothing’s even gonna stop us,” not a banking royal commission, NOTHING!!! You stupid bloody plebs, hahahahaahaha!
One of the more honest ads around. Having a consultant from PWC run on with them would have been the perfect icing on this let-them-eat-cake.
I really like this.
I don’t know which one to like more: https://www.youtube.com/watch?v=Eh1kmVwS4Hw
Are terrible.