‘Iconic’ Australian brand to launch revamp campaign; Is it CommBank?

“One of Australia’s most iconic brands” will this weekend reveal a major brand revamp.

An invitation headlined with the word “Can’t” was delivered to journalists at Mumbrella this morning, linking to the domain ‘@whatiscant.com.au’.

It coincides with industry rumours that a “big four” bank is about to go through a major rebranding with rumours pointing to the Commonweath Bank of Australia. Mumbrella understands that “a massive media buy” of outdoor and TV ads is in the offing.

CommBank’s media team was unable to offer an immediate comment. However, a senior source at the bank told Mumbrella there would be more to say at the end of this week.

The domain ‘@whatiscant.com.au’ is registered to Melbourne IT, which also handles CBA domains.

Ad agency M&C Saatchi, won the business in February from US ad agency Goodby, Silverstein & Partners in one of the first moves by new chief marketing officer Andy Lark.

The invitation asks journalists to a briefing at an unspecified Sydney CBD location on Friday morning. It informs them: “Information disclosed at the event will be under media embargo until 6am Sunday 27th May.”

It adds: “There will be no check-ins, tweeting or social media usage allowed at the event.”


  1. Tony
    21 May 12
    2:23 pm

  2. Can’t said quickly cannot be good for anyone.

  3. AdGrunt
    21 May 12
    2:37 pm

  4. Not Westpac then?

  5. Beenaroundtheblock
    21 May 12
    2:49 pm

  6. Let me guess, this is the old turn ‘Can’t’ into ‘Can’ chestnut?

  7. Anon
    21 May 12
    3:00 pm

  8. As in can’t get the whatiscant.com.au site running?

  9. Steve
    21 May 12
    3:02 pm

  10. I hope everyone rsvps – sorry CAN’T make it.

  11. Steve
    21 May 12
    3:03 pm

  12. Or even better – CAN’T be f@$ked!

  13. Anonymous
    21 May 12
    3:07 pm

  14. Isn’t it a little odd for a marketer to attempt to dictate a two day embargo after the launch?

    It’s like they don’t understand how social media works.

    This will be good folks.

  15. Steve
    21 May 12
    3:09 pm

  16. Apparently its got something to do with cats.


  17. Morgan
    21 May 12
    3:10 pm

  18. New Droga work for ING Direct?

  19. Won't.
    21 May 12
    3:10 pm

  20. Isn’t it a little odd for a marketer to dictate a two day embargo after a launch?

    It’s as though they don’t have a clue how social media works.

    This’ll be good folks.

  21. Reevesy
    21 May 12
    3:10 pm

  22. Olympics campaign for CBA (someone here suggested) sounds plausible.

  23. Totally Old School
    21 May 12
    3:14 pm

  24. Who builds buzz for an advertising campaign any more? Let’s hope it isn’t another ‘Yes you can’ campaign Obama style.

  25. AdGrunt
    21 May 12
    3:14 pm

  26. I should clarify that my suggestion of Westpac isn’t entirely speculation…

  27. Hmmmm...
    21 May 12
    3:16 pm

  28. When’s the last time a teaser campaign actually worked?

    Don’t most people have better things to do than wonder what deliberately obscure campaigns are on about?

  29. Potty mouth
    21 May 12
    3:17 pm

  30. I C#NT wait

  31. Waaah
    21 May 12
    3:49 pm

  32. Seems a bit too simple but a WHOIS lookup shows the domain to be registered to a chap who shares the same name as an IT Manager at Westpac. They can’t be that stupid… Can they?

  33. BlackBerry
    21 May 12
    4:19 pm

  34. Oh puhlease….

    We did a much better job

  35. Zoe
    21 May 12
    4:27 pm

  36. Agree with @AdGrunt – not speculation, a 2 second domain check sorts it out.

    The Whois lookup for the domain has it registered to an “Ashley King”, who appears to work at Westpac as a Tester according to LinkedIn.

    Just sayin’…. so that’s either a bloody good red herring or that’s about the jist of it.

  37. Al
    21 May 12
    4:43 pm

  38. Was a big CAN’T billboard on the M7 in Sydney last night

  39. Rob
    21 May 12
    4:59 pm

  40. could be any of the banks – they are all a bunch of Cants

  41. Kate Richardson
    21 May 12
    5:34 pm

  42. I can’t wake up

  43. Kellyu
    21 May 12
    6:05 pm

  44. That would explain the two randoms outside the train station today. Both in white coats with hi vis vests over the top and white hats hanging onto lollipop signs that said Can’t. Not to mention one very excited (obviously PR) person and a guy with a camera and massive telephoto lens.

    With lots of people walking past who just couldn’t be bothered finding out who or what was Can’t.

  45. Can
    21 May 12
    7:28 pm

  46. Saw the transit signs over the weekend I agree with the speed you pass them it does have the propensity to become verbalised as something different..if it’s associated with bank then that’s quit apt.

  47. Joel Webb
    21 May 12
    7:38 pm

  48. Interesting that http://www.whatiscant.com (no AU) is perhaps trying to capitalise on the domain name, and has meta data full of advertising and Australian words?

    .com version of the domain was only registered in April 2012 (whois also hidden)

  49. Mike Boyd
    21 May 12
    10:26 pm

  50. Whois has been updated and now references an Ashey King as the registrant.


    According to LinkedIn an Ashley King works as a Test Quality Manager at Westpac…

  51. Mark Buckman's beard
    22 May 12
    7:39 am

  52. It’s commbank – expect a name change very soon. No more commonwealth, it’s all about the comm

  53. I am not from Westpac
    22 May 12
    8:00 am

  54. Mumbrella is on the mark. This is a 7-day teaser campaign for the CBA brand strategy  revamp to launch on Sunday night. 

    Lark briefed all (execs) and sundry (marketing teams) last Friday at a secret squirrel off-site meeting. 

    This week, all 1023 branches will receive a sealed package with explicit instructions not to open it until 28 May 2012.  Managers of branches, call centres and back office areas have been instructed to arrive early next week to support the launch at their site. 

    Needless to say, there is a ‘significant’ digital budget allocated for the campaign while a ‘modest’  amount has been used for above-the-line bookings. 
    Aside: the official Twitter acct is @WhatIsCant but for hijacking laughs look at @WhatIsCunt. Neither has anything to do with CBA’s head of retail products Michael Can(‘)t.

  55. DD
    22 May 12
    11:14 am

  56. confused
    22 May 12
    2:49 pm

  57. The campaign uses the domain whatiscant.com (not the au CCTLD) registered through a tucows reseller not Melbourne IT. Just sayin’

  58. clair
    24 May 12
    12:39 am

  59. cant see what the fuss is – we’ve been around for a while – see cantswear.com – and we are not a bank

  60. Abdomen
    24 May 12
    1:41 pm

  61. Stupidest thing I’ve ever seen.