CommBank unveils its new direction and moves on from comedy ad agency
Hours after a planned press conference to launch the Commonwealth Bank of Australia’s new ads was cancelled, the organisation has quietly released the first of the new work online instead.
The campaign, which marks a move away from the inept fictional American ad agency created by Goodby, Silverstein & Partners instead focuses on talking up the bank’s relationship with the community.
It was due to be unveiled today but called off yesterday afternoon by the CBA which cited the need to finish editing.
However, it was uploaded onto CommBank’s Youtube channel without any fanfare a couple of hours ago.
Like the original campaign, it still retains a postmodern twist, with the voiceover in the style of a film script beginning: “We open on a girl. She will show us all the things that make her happy.” And it concludes with a reference to the logo.
The ad makes its debut on television on Sunday.
Yesterday The Australian quoted Jeff Goodby as predicting that unlike the original campaign, the new ads would reach widespread popularity. He said:
“The anonymous bloggers can get some sleep.”
AdNews reports that the campaign has been directed by Jean-Pierre Jeunet, who also directed the movie Amelie.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
topics
ad
Advertising
CBA
CommBank
Commonwealth Bank
Goodby Silverstein
Jean-Pierre Jeunet
Jeff Goodby
Mark Buckman
Can see the Amelie reference (shameless rip off?)
But I like it!
User ID not verified.
Thank heavens for that.
A good ad, nothing great, yet still beats those horrid agency ones. Don’t think the snide comment by Goodby was needed.
‘The anonymous bloggers can get some sleep’ – Wanker, 2010.
User ID not verified.
All this song and dance about nothing.
How much of my CBA interest mortgage money is going towards paying for this pedophilia ad, do you think this relates in any way of form to children in need. Fat cat pays certianly clouds you judgment Mr Buckman.
I do think its about time you pull your arse into gear and do something good for the people instead of wasting another 300k-500k on an ad telling people you giving grants of 10k to needed kids. Determined to be different, no need to shout of it and tell the world. Why not shout about giving the 500k or so it cost to make the ad to the children in need or maybe buy them a home and care for them.
I certainly would love to see my interest money used more wisely by these fat cats, Mr Rolf Harris, what are your thoughts on this?
User ID not verified.
Needs colour.
David, it’s by the same director as Amelie. Not so much a ripoff as it is the style he’s famous for and why they hired him.
I don’t hate it, nor am I amazed by it either.
User ID not verified.
Can they please can the wanky post-modern meta referencing. It was bad enough with the last campaign being all about the ad industry, but this one also assumes that you’re going to like the voiceover dude faffing on about ad industry jargon. Message to ad producers: no one actually likes you, so don’t insert yourself between the product and the consumer.
User ID not verified.
this is definitely different.No question that it clearly has cost a lot but it will definitely cut through. The only negative – i had narratives…
User ID not verified.
I couldn’t tell the difference.
User ID not verified.
I think the ad was cute and adorable (so is the girl in it).
And I don’t think rip-offs exist anymore. They will just say it’s an homage or something.
User ID not verified.
I totally agree with Paul about the meta-referencing — I came here to post the same comment myself. What is it with CBA’s obsession with abstracting itself from the advertising process and commentating on it in its ads — what is wrong with just presenting your message in the ad, in the traditional way?
User ID not verified.
The tone and pace of this spot is so remarkably different to the seppo ad agency stuff. No wonder people feel disengaged with banks – they are constantly “reinventing” themselves with new expensie advertising campaigns and taglines. Do they honestly expect us to believe CBA are being “different” by giving to charity? Or have they been sold a lemon by Goodby that the answer to all their troubles is a new stylised TVC?
At least “Which Bank?” differentiated the bank with a light-hearted personality we could all enjoy for 30 seconds before going to make a cuppa. And they stuck with it
User ID not verified.
Marin,
Calm. Down.
User ID not verified.
looking like the whole add campaign is going to be an Amelie remake 🙂
are there any original ideas in advertising today ?
User ID not verified.
Newsflash >>>
Jean Pierre Jeunet has agreed to agreed to direct the new
David Jones advertising campaign in the same vein as his
recent Chanel No.5 Audrey Tautou here. http://bit.ly/g5hCp
The ads will feature appropriate conduct of staff when travelling 🙂
User ID not verified.
Wasn’t it a fictional *American* ad agency in those Commonwealth ads? (Check the second paragraph.)
User ID not verified.
How can someone rip off their own style?
Cute over content, but then animals are equally over-used.
User ID not verified.
Marin.
Perhaps they should put their money into your education.
Rolf Harris…… Who is he?
Ralph.
User ID not verified.
More advertising from a bank targeting their own marketing team. Is that crazy voiceover referencing the logo, etc about try to prove it’s connected with the ad agency campaign?! Perhaps a return to “Which Bank” is just around the corner once they are different and not just determined to be. It’s just more of the same big bank advertising where they got absolutely nothing to say. Let’s hope those challenger banks start to get a bit more traction!
User ID not verified.
Saw a comment on another blog.
“It’s like buying a Bugatti Veyron to cart firewood around the paddock”
Have to agree.
Hey, let’s get Stephen King to direct our “Down, down, the prices are down” commercial!
User ID not verified.
You’re right, Daniel – my bad, now updated.
Cheers,
Tim – Mumbrella
so let me get this right….. an American agency gets a French director to make an ad with the hope of making the CBA Australia’s most loved bank…. and this is after the self indulgent ‘fake agency’ dross that they served up before? How does Buckman get away with it??
User ID not verified.
I prefer the American agency ads – they made me laugh; even if it took a while to warm to them. I still crack up when I think of them referring to cricket as a sport invented before elbows.
Marin; here’s a suggestion. Change banks regarding homeloans. Sure, there are cancellation fees, but the savings on interest will make up for it.
User ID not verified.
Love the Ad. Love the new direction.
User ID not verified.
‘commonwealth bank staff’
Seems to me they’re doing a bit of an internal / culture job, as much as a customer one with this ad.
User ID not verified.
Solid ad, and a VAST improvement on those woeful ‘look at us, we’re ad creatives’ ads.
But can’t see the point of the self-referential ad/copy writer lines. Seems superfluous/pretentious.
User ID not verified.
The other ads were great and tonnes of Aussies loved them. The only people who didn’t are marketing arse holes and bitter agencies hacks.
I hope this new direction isn’t because of those inept fools on the blog.
User ID not verified.
I do not hate this ad.
User ID not verified.
I don’t understand why they didn’t use the opportunity to call out for organisations to apply for grants: same outcome – we know they give to charity. Totally different approach (ie not self congratultory). Maybe this isn’t as clever and sophisticated but we’d feel good about them instead of thinking they are w*nkers.
User ID not verified.
FYI – I liked the old ads
User ID not verified.
I think I would have preferred to see a grass roots campaign where CBA demonstrates exactly what these donations are actually doing for children.
$10k grants seem insignificant when compared to the profits quoted by banks these days. Maybe better to have said:, “this year our staff have donated a total of $xxx (is the bank tipping in/topping up?) and achieved bla bla bla. Next year we’re on target to achieving blab bla bla. Log into our website for updates on how our donations are making a difference. We’re investing in your community. In terms of the delivery, the ad seems grandiose to me when actually CBA is a bank for all people – even poor people. It is not a boutique international outfit therefore does not require a European inspired piece of art to demonstrate why it is good. I also like the idea of saying that the Bank donated the cost of the ad towards a project.
User ID not verified.
Worth it just for Marin’s Rolf Harris comment!
Marin, whatever it is you are on … either halve or double the dose, because it ain’t working buddy!
User ID not verified.
This is a joke. Banks f**k you. We all know that. Why are they trying to convince MUM’s and DAD’s that they give back. We all get the commonwealth special every month with fee’s and over priced mortgages. Its just not believable. Do they think that we are idiot yanks that believe everything we see.
User ID not verified.
p.s. there is nothing sweet and sugary about under privileged children. I think this is what I am odds with. The ad is very pretty but everyone knows, deep down inside, that the problem is very ugly. Maybe the ad should be a little less pretty?
User ID not verified.
Bottom Line: Banks are banks. No TVC or campaign will change our view (of banks). We love to hate them, no matter what they throw in our face or for how ever many months a year a particular themed campaign is ‘alive’. We work for our money, they store it, and take what they feel is fair from that. It’s not ‘fair’, as it is near impossible to get through life without a financial institutions assistance at some stage. Thus we ‘must’ use them for this. Their adverts, self congratulatory or not, will not turn enough people to choose any bank over another. The actions of their executives and staff will.
User ID not verified.
Oh Lord grant me a bucket in which I can spew.
User ID not verified.
no amount of rationale or pr can turn this turkey into a xmas dinner
User ID not verified.
I assume that the Dr @ 4.11, 21 June did a phd in not having a clue
User ID not verified.
Nate dog. Think bigger. Why do they have to absorb so much of our cash? A fairer banking system means individuals can use that surplus money to help not banks. Lets not pretend they are the almighty saviors.
User ID not verified.
Over the last 93 years we have made over $100 billion in profits. Apply now for your $10 000 grant.
User ID not verified.
The first round of Goodby ads for CBA were highly successful and did everything they were suppose to….does that even count?…or a you lot all above them for artistic quality?….were all still talking about them
User ID not verified.
“Over the last two decades the Commonwealth Bank has made negotiations regarding pay rises with our staff very difficult. This years payrise is a mere 1.5% – below the rate of inflation. Apply now for your $10 000 grant.”
User ID not verified.
Saw the second one in the series tonight, apparently just as it launched. Can check it via Commbank’s YouTube channel (uploaded in the last hour):
https://www.youtube.com/watch?v=Fl2LQybo_qc
Would love to hear your thoughts, Tim! For me, it doesn’t sit well. At least, not as well as the Grants one.
User ID not verified.
Commonwealth Bank TV Ad # 4 – Charity starts at Home
Fade In. We open on a Commonwealth Bank Board Meeting.
The decision has been made, All Bank fee for the 2011 Fiscal Year 2011 will be donated to charitable causes !!
Exterior. 48 Martin Place. Branch. Signs of Mass Excitment as long queues of other bank customers start to transfer there accounts to the Commonwealth Bank !!!
Fade to 1st Female PM Press Conference as she announces an end to poverty and homelessness in Australia by 2011.
User ID not verified.
That a bank would actually put an advertisement to air promoting that they would return a phone call shows you just how bad public preception of the banking industry actually is.
So the Commonwealth Bank returns phone calls – BIG DEAL!
User ID not verified.
Great add pity its not truthful…..speaking from experience that you make arrangements for them to call you at a certain time .you make sure you are free and they dont call…so you make another appointment and the same thing happens.so 3 times a charm nah noo doing…..i gave up… and then they rang not at anytime i arranged day or time….great add though..dont let the truth hinder a great add campaign…
User ID not verified.
Does any marketer really believe any consumer thinks banks are different?
Consumers don’t – because banks aren’t.
Just try an ad like ” our money is cheaper to rent than theirs” – we don’t want a relationship with a bank – who wants a relationship with a egomaniacal, money hungry, fat philistine (oops I can here some spouses of banking execs inhaling) who will screw you while telling you how much they love you (now I hear my spouse inhaling!).
Damn it – it’s such a waste of time and money – anyone ever had to deal with the CBA marketing department?
User ID not verified.
I hate these ads. No one cares!
User ID not verified.