Dr Mumbo

Can-do campaign ideas from M&C Saatchi

Dr Mumbo has certainly been enjoying the commentary around M&C Saatchi’s rebranding of CommBank with the new “Can” positioning. He can even see the merit in teasing it with the “can’t” element. It’s M&C Saatchi’s’s first major work since being added to the roster.

He also enjoys a link just sent to him – anonymously – to a story from Marketing magazine in the UK from way back in 1999. Marketing reported:

“BT will unleash its biggest marketing assault on the UK business market this week, with its first advertising campaign through M&C Saatchi.

“The outdoor, press and radio drive introduces a new BT catchphrase, ’You Can’, aimed at senior businessmen and decision-makers.

“This is the first work for BT from M&C Saatchi since it was appointed to its roster in February this year.”

And it goes on:

“Focusing on the idea that chief executives hate the word ’can’t’, poster sites on major routes into London will initially carry a teaser campaign reading simply ’Can’t’.

“After a few days, the teaser will be transformed into ’Can’ with paint, eggs and graffiti, above the line, ’BT. You Can.’”

Indeed you can. Again and again, it would seem.

Intriguingly Dr Mumbo hears that M&C Saatchi in Singapore also proposed a campaign idea for retailer Courts. The proposal (which didn’t win the account): “Courts can”.


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