ANZ has launched a new regional campaign that features The Mentalist actor Simon Baker, as predicted by Mumbrella a few months ago.
Baker, who replaces the Barbara the banker character who starred in the bank’s domestic advertising, plays his character in The Mentalist, Patrick Jane. The ads carry the two-year old slogan ‘We live in your world’.
The ads aim to position ANZ as insightful, sophisticated and worldly, but with a strong connection to Australia, according to ANZ.
A different execution of the campaign will run in Hong Kong, Singapore and Taiwan as well as Australia and New Zealand.
Although the Patrick Jane character is not known in Asia, the creative concept does not rely on familiarity with The Mentalist to work, ANZ’s group general manager, brand, Louise Eyres told Mumbrella.
“His character is modern and contemporary, and is a strong fit with ANZ’s brand values,” she said.
Eyres pointed out that The Mentalist is soon to launch across Asia, so the Patrick Jane character would soon build awareness.
The campaign was created by Whybin\TBWA Melbourne, which won the business from M&C Saatchi and DDB in March.