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.”
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
I was wondering what they’d do. Not bad. Not bad at all.
Well done. Some real love went into this.
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Nice, positive campaign, I like it. Cannot believe Mr Clisby is 67, he looks fantastic. I didn’t watch The Voice, so I haven’t seen him before.
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Beautiful work flemming.
Well done mate.
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:Nicely written, casted and shot. This is how you move a campaign on.
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Very good indeed. Made the ad break last night seem appropriately crass and basic. You know, like normal.
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Nice, but what are three precious rays of sand?
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Nice work Mister Flemming! Next stop the ARIAs
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Three precious GRAINS of sand Mike.
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nice, tad cheesy, but its good to see some personality in an ad
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@Matt: WTF?
Lovely work guys.
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I hate to say it, but a beautiful bank ad. Who knew?
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I was referring to the other ads around it !!
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Nice work. Maybe jingles are not dead after all? Nice work Andy.
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Lovely evolution of the campaign, beautifully executed.
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Watch the ad last night i was taken with Steve Clisby, i also didnt watch the voice and didnt know who Steve Clisby was.
Would love to hear more of this man.
Well done CBA fabulous ad.
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Beautifully shot and a lovely very catchy song.
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Great work Andy!
Every thing about this work says-confident brand.
Well done CBA marketing team.
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Amazing piece of work, Andy.
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Wow.. I forgot what an amazing voice steve has.. Well done on a great advert.
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Congrats Andy – love it! Simple and engaging – and Steve was a great choice.
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Big brand idea directed square at middle Australia.
Got Tom Macs’s ‘fairy dust’ all over it.
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A big brand showing us how a big brand should communicate – treating the audience with respect. The Can campaign is a great example of staying faithful to the idea and never deviating from its principal message. Kudos to both agency and client. I’m sure this will prove to be very effective. Beautifully executed.
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Yes you CAN do lots with money (says the bank) but talented people shouldn’t need to sell themselves out. Is that the pinnacle of his journey?
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YOLO
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