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’.”


  • 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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