St George’s Little Dragon fixes Martin’s bedroom problem
St.George’s Little Dragon fixes Martin’s sleep problem in Saatchi & Saatchi’s latest ad from the bank.
Martin, who can’t sleep because he is worried about his savings, talks with the Little Dragon about planning for the future “and get that boat we’ve always dreamed about”.
The conversation wakes Martin’s wife who’s less than impressed to find Martin playing with his phone.
St.George Bank also recently released a television spot where the Little Dragon saved a date.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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This is the most awkward campaign, which doesn’t work on so many levels. Nobody under 80 would associate a dragon with the mythical St. George, so that’s dead. Shrinking a dragon so it’s not intimidating, to appeal to kids – why? Kids aren’t investing or getting loans. Then creating an unappealing dwarf-dragon in CG which moves without mass, floats without perception of gravity and therefore lacks any ‘reality’, just adds to the discomfort. It’s probably time to fold St George Bank into the parent, Westpac, and acknowledge that its era is over.
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The dragon is such a great brand asset for St.George and it’s great to see the bank leverage that in a irreverent and compelling way. Too many brands forget where they come from and this is a strong creative evolution that’s much more entertaining than what the majors are doing.
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The closing comment from her about what ‘he’ was looking at on the phone is poor taste. And if the inference is that it was the dragon using the phone, just what was the dragon looking at that would lead her to say that? In all, I suggest sacking the millenial ad staffer that concocted this idea and restore some respect.
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