Celebrities front CommBank campaign celebrating school banking
Commonwealth Bank is celebrating its school banking history with a celebrity filled campaign.
Created by M&C Saatchi and Ikon Communications, the campaign sees Glenn McGrath, Kerri-Ann Kennerley and Chris Brown return to their primary schools in a trip down memory lane to reinforce the campaign’s “life long banking” message. The ad highlights when they opened their dollarmites accounts before looking to the present with a current primary school student who has recently opened up their own dollarmite account.
https://www.youtube.com/watch?v=v2oooQsHhgg
Commonwealth Bank chief marketing officer Vittoria Short said: “The campaign was developed to showcase CommBank’s proud 80 year heritage in school banking. Through telling the stories of school bankers past and present, the creative aims to demonstrate CommBank’s continuing commitment to preparing Australian children for their financial future.”
Running across TV, digital and social, the campaign will extend to press from September 14 and outdoor from September 21.
The 30-second spot is supported with 90 second videos in which each celebrity talks about their primary school experience and their first saving goals.
https://www.youtube.com/watch?v=cgB2l57TguI
https://www.youtube.com/watch?v=o2zj5xWTI44
https://www.youtube.com/watch?v=FUJb8vjaVW0
https://www.youtube.com/watch?v=ezUiiAkaq0E
Credits:
M&C Saatchi
- Regional Creative Director: Tom McFarlane
- Creative Director: Paul Dunne
- Head of Art: Ant Larcombe
- Senior TV Producer: Karen Muxworthy
- Producer: Nikki Marsh
- Director: Paul Goldman, Playbig Films
- Producer: Peter Kearney, Playbig Films
- DOP: Hugh Miller
- Photographer: Dick Sweeney
- Content Production: Kite Productions – Andrew Seaton/Matthew Samperi
- Group Head: Eithne McSwiney
- Senior Account Director: Hayley Mathews
- Account Director: Lou Rice
- Strategic Director: Alex Roper
- Content Strategist: Henry Biggs
Ikon Communications
- Head of Strategy: John Halpin
- Communications Director: Jack Geddes
- Social Strategist: Sophie Broad
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Often wondered why CBA never talked about school banking.It is such a good thing for a company to do.
Still got my old money box an think about it every time I walk past the ‘big money box’ in the city.
That’s what we used to call their building.
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Maybe CBA and the other bans never talked about school banking because of the pathetic interest rates and restrictive conditions they impose.
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Dan think about what it costs to run school banking looking after all that pocket money and $20 notes from grandma at birthday time.
Hardly an issue of interest on these little nest eggs.
Geez they must be running it at a loss.
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Was pleasantly surprised to see the ad featuring Kerri-Ann Kennerley sitting underneath the juniors building at Sandgate State School in Brisbane. My enjoyment of the ad ceased when the kids told me that not one single Sandgate State School child appeared in the ad because the head master, Warren Beetson, did not want the school to be seen to be endorsing a commercial product. Apparently, the word came down from the Department that participation was a no-no. How ridiculous. Only fellow parents will know that the children appearing in the advertisement wearing Sandgate State School uniforms are not actually real Sandgate students. What a spoil sport. I would be interested to know whether “real” local students were used in the other ads?
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