CommBank Can campaign rolls out two more ads – Kaching and Concierge
Commonwealth Bank has moved into the next phase of its repositioning, rolling out ads around the new “CommBank Can” positioning that goes beyond the Ode To Can which featured Toni Collette for the first days of the campaign.
The new executions from M&C Saatchi – all in deliberately different styles to allow them to be run close together – include one to promote the Kaching app which allows customers to easily pay friends.
And a further ad – “Concierge” – sees a harried businessman bombarded by a brash and impersonal world until he walks into CommBank and is warmly greeted by a concierge.
CommBank’s chief marketing officer Andy Lark will this week feature in the keynote interview at Mumbrella360 which takes place at the Hilton Hotel in Sydney on Wednesday and Thursday.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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The skinny dude borrowing the 50 is a dead ringer for Stuart P at Carat Melbourne!
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He’s also a dead ringer for Michael D at AJF Melbourne!
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Flinders Street? You’d be needing a Myki for that.
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I don’t want bank staff touching me
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i’m confused
the Dr Seuss poem made me think ‘Can’ was about what i could achieve with CommBank’s financial help
now it seems ‘Can’ is about CommBank’s technical capabilities and human service?
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I just really dislike this whole campaign. AND I am really surprised this ‘drivel’ was churned out by M&C Saatchi ? Totally disappointed… Sorry!
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I think the guy in the “Concierge” ad is on suicide watch. the first sign of human contact, and goes over the top.
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#CAN I have a hug next time I’m fisted with rate change?
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Wow, they’ve re-shot Falling Down and changed the ending.
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“which bank?” with smaller words
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I would love to see the research that says customers want concierges at their banks. If I want a concierge I will go to a hotel. Larkin and co need to understand banks are utilities and the very nature of their business model eg fleece customers with charges and spreads on interest rates will never make them loved no matter if someone is in the branch to kiss their ass
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One would have thought with March Quarter profits tipping the scales at $1.75 billion that the Commonwealth bank could come up with something a tad better than this. With their new campaign we have been affronted with a new low. In one or two touchy-feely moments we have been drawn into a new twilight zone awash with banal, flat-lining, pointless and mediocre dross. A quick reality check says that any intelligent woman will always pick the lender, not the lendee, and that if you were to wrap your arms around ANYONE working in a bank you’d be tazered before drawing your next breath. It’s just rubbish. Patronising, inane rubbish.
I too, am confused. And I am angry. We all know that the banks treat us like morons. We just don’t like it rubbed in our faces. And Comm bank is not alone in that respect. They all do it. But why you ask? That’s easy. Any moron knows the answer to this one. It’s because the can’ts can.
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That ending scene in the 2nd ad when the guy accosts the concierge… strangely familiar to the old ANZ ads: https://www.youtube.com/watch?v=OU-Mzkn7gDQ
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Like the vast majority of Australians, I really couldn’t give a fuck about any of the Big 4’s advertising.
They’ll do what they do (provide pretty much exactly the same service, rates and fees) and market share will be split pretty much 25% each with a little more going to CommBank due to their historical advantage, and they’ll all keep making a motza.
Don’t think I’ve ever seen a single campaign that’s convinced me in any way that there’s any difference between them. And I don’t think I ever will.
Can.
More Give, Less Take.
We live in your world.
Whatever Westpac’s is.
Meh.
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He borrows money – then uses cash from his account anyway.
There’s not many bars without an ATM… or EFTPOS.
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grow up idiot.
CBA hugs.
ANZ is a bloody handshake.
Completely different creative ideas.
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# A Rat – if you’d like to see the ANZ ad where the man hugs the ANZ staffer, not mearly shakes their hand, well here it is. https://www.youtube.com/watch?v=B5YMBWuRxR4
Also made by M&C. That’s what raised my eyebrows.
However, using your logic, we’re idiots as the hugee is a business banker and not a CBA style concierge.
The issue is the lack of original thought on a new piece of business that can actually afford originality, yet has been let down by the agency who clearly don’t know their category well enough.
All just a bit amateurish.
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That’s why I’m not in this business… I completely missed that! Original creative brilliance.
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Ha! the irony of the last ad…
I have had an ongoing, monthly discussion with the Commonwealth Bank in relation to the timing of payments for my housing loan. For 2.5 years I have had a monthly conversation with someone from the homeloan department to tell me that my payment is late (because despite my repeated attempts they insist on charging break fees on my variable home loan to have the payment date moved from the 1st to the 10th of the month)
Yesterday at 10.57AM, I received AN AUTOMATED PHONE CALL in relation to the matter. NO ACTUAL PERSON ON THE PHONE. FROM THE COMMONWEALTH BANK, FIRST TIME IN 2.5 YEARS… “please use the keypad to confirm your date of birth, please dial 1 if you have already made a payment, please dial 2 if you will make the payment today” etc.
Is hypocritical too strong a word?
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