Westpac rules itself out of ‘Can’t’ teaser campaign

Westpac Bank has ruled itself out as the creator of the ‘Can’t’ teaser campaign, making rival CommBank the firm favourite to be its architect.

Yesterday, “one of Australia’s most iconic brands” announced it was to reveal a major brand revamp this weekend, with a ‘big four’ bank heavily tipped to be behind the teaser.

A Westpac spokesman told Mumbrella that it was not responsible, and would not speculate on which of its rivals it might be. However, he added that the word ‘iconic’ was overused in Australian marketing and could describe any number of brands.

CommBank’s press team had not replied to Mumbrella at press time, despite a repeated request for comment.

Earlier today, the ‘Can’t’ campaign entered a digital phase with a Twitter offensive and images of kittens, heads buried in the sand, crop circles and dropped ice creams running in rotation on the What Is Can’t website with different words following the word ‘Can’t’.

Later today, Heritage Bank seized the opportunity to ambush the campaign, and bought the Google ad words ‘Can’t’ and ‘What is can’t’ to divert traffic from the teaser campaign.


  1. Pomstar
    22 May 12
    9:24 pm

  2. Mole
    22 May 12
    9:32 pm


  4. steve hurley
    23 May 12
    8:59 am

  5. can ‘ t KERN type

  6. DD
    23 May 12
    9:52 am

  7. As was stated yesterday, whoever runs it is also mediamind customer. Think there is only 1 major bank that uses them.

  8. chris
    23 May 12
    9:57 am

  9. who ever it is as too much money – consumers don’t care about ‘teaser’ campaigns, only us advertising types

  10. NA
    23 May 12
    12:31 pm

  11. Can’t wait until this campaign is over

  12. Mark
    23 May 12
    12:42 pm

  13. I think it’s a poor teaser campaign. The first iterations of the campaign I encountered were on large billboards. I didn’t notice the URL the first two times I saw it, and only on the third viewing did i take note of the URL – more so, because I’m in this ‘space’ and was curious who’d be brazen and/or foolish enough to invest so heavily without a clear message, a call to action or even a easy to find/use URL – why do a .com when most Aussie punters will naturally go to .com.au first?

    I’m sure there is a great concept behind this campaign, I just don’t think the execution was thought-through across different media – particularly large billboards.

    It will be interesting to see what/who it is for, but as already stated, I think Advertising people care and notice this stuff – the general punter probably won’t. It’ll probably win an award somewhere, but will it elicit a response, change consumer behaviour or impact on ROI? … probably not.

    …but hey, it got us talking, right?

  14. Tabitha
    23 May 12
    12:42 pm

  15. Can’t be bothered

  16. Anonymous
    23 May 12
    12:43 pm

  17. surely everyone knows it’s CommBank.

  18. Rob
    23 May 12
    12:44 pm

  19. more self-indulgent twaddle from a bank…….this stuff exists in the vacuum where the agencies and the marketing departments live and work. We all know the banks use the govt-backed four pillars cartel to prop up their profit factories, and in turn the banks use part of this money after the fact to try to convince us they give a toss.

    it doesn’t seem to matter who is the marketing boss, or which agency they engage, they all end up putting out drivel like this…….pointless wallpaper of the most offensive kind.

  20. Ethnic minority
    23 May 12
    12:59 pm

  21. Spot on @chris. See way too much time, money and energy spent on campaigns that are more about agencies trying to prove to themselves and to others how creative and outside the square they can think. Kind of like the journos in Canberra who keep writing about stories the average puner couldn’t give a rats about.

  22. Great Campaign
    23 May 12
    1:31 pm

  23. Great campaign, if its for CBA as it fits well with what it already stands for.

    CBA = Can’t Be Asked – makes complete sense.

    also, they CAN’T be bothered to look after their clients, – so that fits in well too..

    and and customers CAN’T be F#$ked dealing with them, cause they are a bunch of C#NTS.

  24. Tabitha
    23 May 12
    1:59 pm

  25. its a little like that lame anti Apple “Wake Up” campaign from that outdated and overrated mobile company called boganberry i think? or something like that. The marketeers that did that should have just taken the money to the casino or gone gocarting.

  26. Alan from Norwich
    23 May 12
    2:07 pm

  27. Cant be arsed!
    23 May 12
    2:42 pm

  28. Thumbs up to ‘Great Campaign’s comment at 1.31 – GOLD!

  29. Macsmutterings
    23 May 12
    4:44 pm

  30. Is it for Eurovision maybe? Ok maybe not, but I hope it’s for something interesting…

  31. Raymond
    26 May 12
    11:13 am

  32. I’m naturally curious. Figured it was a bank but they used an anonymising service to register their domain.