Man falls from plane in The Monkeys first brand campaign for Ubank
NAB-backed online bank Ubank has gone to market with a new positioning around the slogan ‘Since Today’, and a TV ad in which a man thinks about his life while falling from a plane.
In the ad, which is Ubank’s first brand campaign, rivals banks are depicted as wolves.
Outdoor, digital, press, PR and social media activity will run in support of TV spots, which will go to air in 15, 30 and 45-second versions.
The ad debuts tonight on national TV.
Noah Regan, creative director said: “We’re all guilty of being a little dismissive and cynical about banks. This campaign establishes UBank as a genuine alternative to the old way of banking – an online bank that’s designed to actually help their customers make money, not the other way around.”
Alex Twigg, UBank’s general manager said: “We are really excited about our ‘Since Today’ campaign, it is the first time we have gone to the market with a brand-focused initiative and we are looking to see a rise in UBank’s brand awareness.
“We feel ‘Since Today’ perfectly illustrates why UBank is here, to challenge the banking status quo and offer another way for Australians to bank while driving product innovation.
“We want to empower our customers to make the most of their money by asking questions like ‘Since when does your loyalty earn bonus interest?’ ‘Since when can you call your bank at 3am?’ or ‘Since when does a bank’s website show other banks’ rates? The answer to all these questions, is of course, ‘Since today with UBank’.”
Credits:
- TVC Credits
- Agency: The Monkeys
- ECD: Justin Drape/Scott Nowell
- Creative Director: Noah Regan/Scott Nowell
- Art Director: Jed DePyper
- Copywriter: Benn Sutton
- Head of Broadcast: Thea Carone
- Producer: Jade Wannell
- Executive Planning Director: Fabio Buresti
- Strategic Planner: Sophie Price
- Group Content Director: Clare Jones
- Content Director: Mitch O’Donohue
- Content Manager: Naomi Iland
- Director: Christopher Riggert
- Executive Producer: Michael Hilliard
- Producer: Michael Hilliard
- Production Company: Finch
- Client Credits:
- Vanessa Sicari – Sales and Marketing Director
- Laura Patel – Marketing
- Melissa Iler – Marketing
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ha ha awesome…..
very different
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The billboards are effective as well. I think the ad is clever but it will be interesting to see how much cut-through it has given the Big Four are jostling to differentiate themselves from each other as well….
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‘Like’ – very different and good that it’s completely different to the other banks – which is great. Well done.
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One thing spoils this spot. The “If you could have your time again” VO starts way before the guy hits the ground. Totally confuses the viewer. Move it to after he rises from the dead. But then the whole spot is a fairly desperate, un-clever way to get attention.
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Well done UBank, this is fresh and bold. I saw the OOH re comparing rates this morning – keep it up
http://www.ubank.com.au/ub/web.....m-deposits
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hmmm, not sure, dont really see the connection between falling from the plane and then having your time over again and then how the wolves play into that. but yes, it is something different thats for sure so well done in that
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Content Manager, Content Director and Group Content Director. Seriously?
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Building on Richie’s comment, what does this spot have to do with banking services? What is the benefit to consumers?
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i like the ad, and the fact that the client was prepared to do something a bit out there for the category.
pity ubank has “backed by nab” so prominent, kind of undermines the premise completely that they are separate and different……would put me off talking to them in the first place.
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Struggling with this one
Banks are utility and as much as money is important the reality is people consider banks alongside the sh1t on your shoe. If you were to ask someone about having your time again reconsidering your bank would be down at the bottom of the list along side having root canal treatment..
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