Big bank ‘fat cats’ target of Heritage Bank campaign
An overweight feline is the centrepiece of the latest Heritage Bank campaign which pokes fun at big banks who exist for the benefit of “fat cats”.
The cat finds it “offensive” Heritage Bank profits go back to members and sarcastically declares: “That’s just what we need – a bank that thinks people actually matter.”
The cat concludes it wants to scratch its eyes out at the idea of Heritage Bank and suggests it should instead be putting cats first.
The campaign was created by Brisbane-based agency BCM.
Mumbrella understands the campaign has not yet rolled out across all channels but is expected to do so later this month across TV and out-of-home.
Another 30-second commercial has also been released where the cat explains why his owners choose Heritage Bank.
Paul Cornwell, BCM managing director, said in a statement: “We have been telling the ‘People first’ story for Heritage for many years now, and it is great to have a client partner excited to push the creative boundary, whilst remaining true to our core message.”
Jane Calder, general manager of product and marketing manager at Heritage Bank, added: “We’re passionate about helping people and aim to always deliver a great customer experience, however communicating that effectively is often difficult. We’re thrilled to have such a distinctive and highly memorable brand platform that we can continue to build on into the future.”
Credits:
- BCM and PlayTV
- Media: BCM
- Client: Heritage Bank
- Client contact: Jane Calder – General Manager, Product and Marketing
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I have just seen your advertisement on daytime television. I never watch TV during the day but happened to turn on to watch something to fill in the time for 10 minutes. I was so upset and astounded to see you have chosen a cat with such a “deformity” – the breeding involved in making the poor creature’s nose and nasal conformation almost non existent. As a result, these cats can experience terrible hardship as they get older and cannot breathe properly and have difficulty swallowing……. all in the name of human vanity. The breeders want the cats to look this way regardless of how much discomfort the cats go through. A horrible example of breeders’ engineering to produce something different. See reference below . . .
“There is growing evidence to show that flat-faced or brachycephalic cats (picture 1), including most modern Persians or Exotic Shorthairs, are suffering from a number of health problems, leading to lifelong suffering as a direct result of being ‘designed’ to have a very flat face. This includes breathing problems, eye inflammation, skin infections and difficulty eating.” This article is on the following link. The rest of the article makes for disturbing reading re these cats’ lives as brachycephalics.
https://icatcare.org/news/mounting-evidence-prove-flat-faced-cat-breeds-are-suffering
I hope you read this with sensitivity and choose another type of cat – moggy perhaps???
Regards,
Robyn
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Hi Robyn. I suggest you do your research on the persian breed as you obviously know nothing about persian cats. Our breed standards are, that the cats must have wide open nostrils and that is what we are breeding and Henry (the cat in the add) meets that standard and he has no trouble breathing or eating his food!
I suggest you take yourself to a cat show and have a very good look at the persian cats that are being shown just to see how small their nasal cavities are and then make an informed comment.
As a persian breeder myself, there is a lot of blood, sweat and tears (and don’t even start on the money) that goes into breeding a cat that doesnt have health issues. Your plain old moggie can have more issues than a pedigree cat does. We breeders screen, ultrasound and DNA test to make sure our breeding cats are healthly and sound as by law we have to provide a health guarantee with every kitten that we sell.
If you are worried that a persian cat can’t eat properly because of their flat faces, then l invite you to my place at meal time, to watch all of my persians ranging in ages from 15 weeks old to 16 years hoover up their food and have no problems chewing as they get raw chunks of beef as part of their diet.
Also, trust me, the cat in the commercial has absolutely no problems with his breathing and tears around the house at a million miles an hour. He is happy to do long haul truck trips and sit at the EKKA for 10 days with thousands of people wanting a pat. He is not my cat by the way but he is a close relatives. So as far as I’m concerned the Heritage Bank made the right choice for the commercial.
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Not a cat person but love the sulky expression this Fat Cat displays.
He’s gorgeous.
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