CommBank introduces viewers to C, A and N
CommBank has created a series of online vignettes featuring the C, A and N characters at the centre of its ‘Can’ repositioning.
The CAN three characters have already appeared in a commercial featuring swimmer James Magnussen and will be used by CommBank as part of its Olympic sponsorship.
As Mumbrella reported this week, the Advertising Standards Board dismissed a complaint over C, A and N allowing the letter T to fall off a cliff.
CommBank’s Can positioning was created by M&C Saatchi and launched in May.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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What a total load of CRAP from M&C Saatchi. Is this the best they can do for a bank???
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They got 3 of the letters right.
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I thought this had been done already… But different spelling.
http://cuntbank.tumblr.com/pos.....-the-final
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I’m sure these guys get a good laugh out of these. Good one C-BANK
http://tinyurl.com/cnwk45y
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Better than all that usual earnest shit that gets trotted out every 4 years.
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Christ, whatever you do, don’t dare to be different.
I think they’re cute.
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I’m all for people dressed in silly costumes just look at Wilfred the bloke in the dog suit and in this instance using the CAN letters should be acknowledged as great branding for Comm Bank but this is as flat as the Thames in regards to humour. This work looks like they will struggle in the digital space. Sad really as I do like the ‘CAN’ campaign but it needs to be taken further than when they first launched.
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i actually think it’s fun and refreshing.
shoot me.
with that gun you eat for breakie, you Negative Nancies.
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Can they be the cheapest home loan lender in the country? no they CAN’T
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Don’t blame M&C for this. I have no doubt they’re all cringing as much as the rest of us. This work has the hand (nay fist) of the client right up the back side of it.
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The CAN is cute but so many executions all over the place. These are abit wana-be funny doesn’t hit the mark with me, just fluff.
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This ‘CAN’ campaign was launched in conjunction with an epic PR fail in London, evidencing the bank’s whim to appease domestic customers with a total disregard for their young professional expat customer base overseas.
Last week’s Guiness World Record attempt in Clapham displayed total disregard for thousands of Australians through poor organisation and security, misinformation and inability of the brand to respond to the 2,000 who were turned away at the gates of the venue. The bank provided a poor social media response, and made it clear they were interested only in Today Show coverage, rather than good CSR or customer engagement.
Wimbledon, Glastonbury and event promoters across the UK get this right, every time – even for free events in high demand and those where people simply miss out. It’s about setting expectations and not taking your core demographic for granted in a cheap bid for Channel 9 coverage, a Green And Gold rent-a-crowd, or column inches in the Australian Times.
It’s not good enough to purport to be a wholesome Australian brand in Australia, and take your global expat audience for a ride. After all, we’ll all be home one day – and we won’t be banking with CommBank.
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@ Michael of comment 9:
Can they offer the best interest rate to savers in the country? no they CAN’T
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