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The Voice’s Steve Clisby sings Three Little Letters in next stage of CommBank’s ‘Can’ campaign

CommBank has launched a new campaign around its “Can” positioning featuring The Voice finalist Steve Clisby singing the track Three Little Letters penned by M&C Saatchi’s Andy Fleming.

Flemming also wrote Ode to Can which kicked off CommBank’s rebrand last May and was read by Toni Collette.

The new campaign is the first major piece of marketing work from CommBank since the appointment of Vittoria Shortt as chief maketing officer last month.

The campaign kicked off with full page print ads in the Sunday newspapers, with a new TV ad going to air on Sunday night.

The campaign reflects the story of 67-year-old Clisby’s pursuit of his musical dream after teachig himself how to play the piano and saxophone at the age of six.

The main message of the new campaign is: ‘When you believe you Can, you Can’.

The campaign will also include outdoor, cinema and social media.

There is also a three minute version of Clisby performing the song and a separate short film about his journey.

In an announcement about the campaign launch Shortt said: “Steve’s story of perseverance and consistently striving towards his goals personifies the Can philosophy. Over the years he repeatedly told himself ‘I can achieve my dream’, and that’s what he continues to do. We hope Steve’s story and our latest campaign encourages our customers to pursue their goals, and work towards their financial and personal aspirations.”

can clisby

CREDITS:

  • Client: Commonwealth Bank
  • Media: Ikon
  • Agency: M&C Saatchi
  • Regional Creative Director: Tom McFarlane
  • Writers: Tom McFarlane, Andy Flemming
  • Lyrics: Andy Flemming
  • Art Director: Michael Andrews
  • Music: Song Zu, Sydney
  • Producer: Ramesh Sathiah
  • Master: Studios 301
  • Director: Paul Goldman, Playbig Films
  • Producer: Caroline David
  • Head of Television & Content: Rod James
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