Alec Baldwin urges Aussies to do better in GE Money rebrand to Latitude Financial
Newly launched financial services brand Latitude Financial Services has recruited Hollywood star Alec Baldwin to headline its campaign offering to give Australians more choice.
The campaign by CHE Proximity features the star, who is currently making headlines in the US with his withering impersonations of Donald Trump on Saturday Night Live, challenging why Australians have so few choices in areas such as TV, phone companies and banks.
In the campaign Baldwin appears with a team from Latitude using examples such as “betterers”, cars and even schnitzels to get the brand’s new message across.
13 months to come up with the worst pun ever? Nuff said.
Simply paying Baldwin doesn’t make a brand. If anything, it damages his brand.
It simply demonstrates a mindblowing lack of self awareness.
Just another day in Oz adland then.
So you take one of the key figures from 30 Rock, a series that satired their parent company in General Electric and use him to sell a company that GE sold off…
I must be missing something.
Well when you close 50 Ge branches of course your going to have money to pay Alex Balwin .
You can always spot the commenter who lost the pitch ^
Interesting that all Alec Baldwin ads are quite similar in execution…with Alex front and centre
https://www.youtube.com/watch?v=yEfRqYG0Dq4
Yes, Australians need an American to tell us what to do.
Because we’re idiots.
Right? Am I interpreting this correctly?
Pizza and Schnitzel.. Ha!
I may be having a slow day, but ummm i don’t see a point of difference for this ‘new brand’? What is it?
Who is the ninny that thinks Australia needs an aging US star to tell us where we are going wrong, and how we can be betterer?
This series of ads could have been betterer, they could have been betterer thought out, betterer produced, in fact, they could have been betterer represented by a presenter who could have done much betterer.
The only thing this presenter does that no other could do, is to be a betterer Alec Baldwin.
Damn the begrudgers. Something different, beautifully made, good gags + local knowledge. Thumbs up from me.
Same old CHE, no idea when it comes to ideas
Any agency in Australia could have done ‘betterer’ than this drivel. It’s expensive drivel no doubt too.
Love this vitriol. Good to see all the twisted folk who can no longer comment on CB because no-one releases their work on it have found a new home.
Clear message. Good gags. This work will do the job it’s intended to do.
I assume CHE chose not to release it on Campaign Brief because they knew what reception it would get.
I’m pleased to see that the Mumbrella audience is equally as discerning when it comes to creative standards and get that flinging money at a celebrity to act out a poor script and a generic idea doesn’t cut it.
This campaign deserves all the mud slinging it gets.
I love these ads.
Is it always so bitchy between agencies? By the churn it seems in this industry, one day you might be working there! Same as it is in tech.
Relax people, it’s an ad… Go back to your boring life’s and let me enjoy a gag or two. Love Alec
Hilarous, @New home. I think the fact that you’re so proud of anonymous and gutless but discerning, mud slinging creative standards says everything…
BETTERER? How? Just ‘cus it’s not a Personal Loan from one of the Big 4? What is the differentiator here to be called as BETTER? Better Proposition? Better/Lower interest rate? Better Customer Experience (which I doubt)? What is better? Am I missing something OR everyone else wondering the same?
Totes agree, S. It seems more like a product ad, but what’s the proposition? Me thinks that a Betterer Team, with Betterer capabilities could have done something that actually MADE sense!
Yeah betterer with the interest rates they offer the battlers that really need a good deal.Does Alex Baldwin even know of any???
I quite like the ads. Latitude has got heaps of work to do on their brand, but it’s not a bad start. Hope the ad spend is maintained.
Really? You like the ads? He speaks so fast, I can’t even understand what he’s saying!
How can a 30+% personal loan be betterer? I’d prefer the incumbents at half the price.
Lipstick on a pig.
Look at CHE desperately astroturfing to try and convince themselves (if nobody else) that their proudest moment in recent memory isn’t a turd.
‘Hope the ad spend is maintained” ha ha ha
Why dosnt Alex comment on all the people that lost their jobs with GE .loyal employees that worked there for years .i can tell you now they are not betterer off now .
Disagree. Those ‘loyal employees’ are actually betterer now that they have LEFT Latitude!
This is a great advert, Latitude is really going places with their new CIO in charge.
Yeah of course they are they have all the betterer call centre people now that can try and sell personal loans at 34.95 percent ….
“Julie B”,
You are clearly a mouthpiece for the corporate raider that raided GE. “Latitude is really going places with their new CIO in charge”??? What an awful, leechy comment masquerading as merely utterly ignorant. Defending pawn-manipulation by sociopaths in business.
Plus as Aussies, we hate American accents being brought in just to sell us sh!t we don’t need; now these ads have shown up in radio!! No thanks. And no thanks to you, “Julie-Z”… that’s “zed”, not “zee”!
Didn’t Sportsbet use ‘betterer’ first? And betterer.
Did they rename themselves because of their terrible reputation?
Do better? All I heard was ‘Australia not good enough’ ‘USA is better’. I know that wasn’t their intention, but…
Yes appreciate the irony of “Jack Donaghy” flogging a company that GE sold off!
How much would Alec Baldwin get paid for this endorsement, anyone?
Am I missing something here ??Alex Baldwin is telling Australia move away from the big 4 banks do something bettered and go with lattitude . Yep ok I’ll go and get a loan with Latitude for 34.95 per cent im really going to make my life betterer now.
I still DON’T understand why they’re ‘betterer’ – and it’s taken them 13 months to come up with this…!
Feels like an idea I’ve seen before…
https://www.youtube.com/watch?v=SSyWynmCG8E&feature=youtu.be&list=PL4390A803A1B083AA
Don’t worry, nobody will ever find out.
Why would we heed advice from America – are they doing that well they can advise Australia how to reach their level of financial security?
People, people……………….does everything have to be super serious all the time? The ads are fun. That’s it – it doesn’t have to be about Americans telling Australians about money, or that they are better etc etc……….lighten up it’s just a bit of fun. So much negativity cannot be good for you!
Advertising with a group of smiling Australian Latitude staff in a pub…….call the number as Alex says …. and u get an overseas call centre …very misleading
Latitude don’t want to help if you are over 65 which is weird because Alec Baldwin is older than that
I like it…you can do better then do betterer!