Latitude launches ‘Partners in Money’ brand platform with musical campaign via CHE Proximity
CHE Proximity has launched new brand positioning for financial services provider, Latitude, that taps into the insight that consumers want to feel like they are in a partnership with their provider.
‘Partners in Money’ is explored in a masterbrand campaign that features a musical jingle about the all of the financial dreams Latitude can help its customers achieve.
The declaration of ‘let’s’ at the end of the advertisement represents how Latitude works with its customers to help them make informed decisions about their money.
I have no idea what I just watched
Cool.
So, a high-budget jingle.
To be targeted at people online who mostly have things on mute.
Nice.
When you have to explain the idea it doesn’t work.
Not good advertising.
I love the idea of ‘a modern brand’. What is that? A lot of brands succeed through heritage and not through a confused mess like this.
Maybe this is modern branding? Stuff no-one gets…
What the on earth is this Ad??
Do people really think dancing lips and legs is appropriate in 2019???
And Let’s…? Let’s what???
This is one of the most confusing piece of creatives I have seen!
Alec Baldwin was better — even if he skewed older.
But this ‘chase youth at all costs’ crap won’t win a single customer over from Afterpay, Zip Money or any of the other neo-fintech bank thingo’s that are rapidly eroding Latitude’s (ageing) core business.
But it’ll give Ahmed Fahour something to wax lyrical to staff on Friday after that flop of a float last month.
If only AFR’s Joe Aston covered advertising, he’d give this the critique it deserves… Might give him a nudge in this direction!
Just think – there were worse ideas, and versions of this one, that got knocked back before they agreed to go live with this thing.
It takes creativity in spades to take a behaviour based media insight and just visually recreate that media channel, then still need a 60sec cut to execute the idea. Genius.
Q: Why the lips on legs?
A: We got this great insight that the majority of Australians have both lips AND legs.
Q: ok – just lips and legs?
A: Thats what the insight suggests…
Q: Right. Ok. Well that answers my next question about the focus on Instagram….
[This comment has been edited under Mumbrella’s comment policy]
This is about the most confusing creative work I have ever seen.
I watched it a few times and still have no idea what it is actually communicating. Completely fails without sound. The creative looks nothing like an instagram feed at all, more like a highly stylised extravagant modern day Alice in Wonderland photo shoot.
As Frank Lowe said..’ bad advertising should carry a Heath warning’
In the case of this Ad, i would say this campaign needs to go the way of the cigarette advertising… banned completely!
I wonder how many millions these poor suckers paid for this…. let’s? Let’s charge you millions for a crap ad
What?
This is just horrendously terrible.
I feel like both my eyes and ears are bleeding at the same time.
Nice to see the faceless, gutless, talentless trolls finally got their forum to vent their inadequacies.
The Australian Advertising market has got to be the most unsupportive industry there is.
You truly suck Trolls!
*the campaign’s inadequacies.
faceless, gutless – ironic considering you also posted anonymously and talentless is a wild assumption.
Posting an opinion, even anonymously, isn’t ‘trolling’.
“Nobody counts the number of ads you run, they just remember the impression you make….”
Well this leaves an impression for the wrong reasons… over stylised crap!
Alec B was so much better.
A clear sign that the client had more money than sense!