News CommBank introduces viewers to C, A and N July 25, 2012 1:10 by Tim Burrowes 13 CommBank has created a series of online vignettes featuring the C, A and N characters at the centre of its ‘Can’ repositioning. The CAN three characters have already appeared in a commercial featuring swimmer James Magnussen and will be used by CommBank as part of its Olympic sponsorship. As Mumbrella reported this week, the Advertising Standards Board dismissed a complaint over C, A and N allowing the letter T to fall off a cliff. CommBank’s Can positioning was created by M&C Saatchi and launched in May. Tim Burrowes Tim Burrowes is the founder and content director of Mumbrella. He's written about media and marketing in Australia, the Middle East and the UK. topics CommBank, Commonwealth Bank, M&C Saatchi Share Tweet Share Comments: 13 Add Comment AdGrunt 25 Jul 12 What a total load of CRAP from M&C Saatchi. Is this the best they can do for a bank??? Reply Groucho 25 Jul 12 They got 3 of the letters right. Reply C-Bank 25 Jul 12 I thought this had been done already… But different spelling. http://cuntbank.tumblr.com/pos.....-the-final Reply Flood couple 25 Jul 12 I’m sure these guys get a good laugh out of these. Good one C-BANK http://tinyurl.com/cnwk45y Reply Trevor 25 Jul 12 Better than all that usual earnest shit that gets trotted out every 4 years. Reply Simonsays 25 Jul 12 Christ, whatever you do, don’t dare to be different. I think they’re cute. Reply Kevin Ferry 25 Jul 12 I’m all for people dressed in silly costumes just look at Wilfred the bloke in the dog suit and in this instance using the CAN letters should be acknowledged as great branding for Comm Bank but this is as flat as the Thames in regards to humour. This work looks like they will struggle in the digital space. Sad really as I do like the ‘CAN’ campaign but it needs to be taken further than when they first launched. Reply Vitriole Vacuum 25 Jul 12 i actually think it’s fun and refreshing. shoot me. with that gun you eat for breakie, you Negative Nancies. Reply Michael 25 Jul 12 Can they be the cheapest home loan lender in the country? no they CAN’T Reply Defunct 25 Jul 12 Don’t blame M&C for this. I have no doubt they’re all cringing as much as the rest of us. This work has the hand (nay fist) of the client right up the back side of it. Reply CJ 26 Jul 12 The CAN is cute but so many executions all over the place. These are abit wana-be funny doesn’t hit the mark with me, just fluff. Reply Nicole 30 Jul 12 This ‘CAN’ campaign was launched in conjunction with an epic PR fail in London, evidencing the bank’s whim to appease domestic customers with a total disregard for their young professional expat customer base overseas. Last week’s Guiness World Record attempt in Clapham displayed total disregard for thousands of Australians through poor organisation and security, misinformation and inability of the brand to respond to the 2,000 who were turned away at the gates of the venue. The bank provided a poor social media response, and made it clear they were interested only in Today Show coverage, rather than good CSR or customer engagement. Wimbledon, Glastonbury and event promoters across the UK get this right, every time – even for free events in high demand and those where people simply miss out. It’s about setting expectations and not taking your core demographic for granted in a cheap bid for Channel 9 coverage, a Green And Gold rent-a-crowd, or column inches in the Australian Times. It’s not good enough to purport to be a wholesome Australian brand in Australia, and take your global expat audience for a ride. After all, we’ll all be home one day – and we won’t be banking with CommBank. Reply Investor 30 Jul 12 @ Michael of comment 9: Can they offer the best interest rate to savers in the country? no they CAN’T Reply Have your say Name Email Address (optional) Website (optional) ADVERTISEMENT Most Discussed 122 Comments Sky News drops Outsiders from schedule after sacking of Mark Latham 50 Comments Sky News sacks Mark Latham and refuses to say whether Outsiders will remain on air 47 Comments Why that Pepsi ad isn’t as bad as you think it is 35 Comments 457 visa axing to hurt PR industry with ‘PR manager’ to be removed from temporary visa list 34 Comments Job cuts, one brand and the future: Will Fairfax get it right this time around?