NAB’s new campaign: Our rivals will never change

National Australia Bank has launched a new campaign that builds on its multi-award winning Break Up campaign.

The ads take a similar tone to last year’s campaign featuring different nameless banks offering excuses to complaints from customers, and suggesting that while the other banks won’t change, clients can.

Ant Keogh, ECD for Clemenger BBDO Melbourne, the agency behind the campaign, said: “What’s perhaps a little scary is just how familiar these conversations feel. This campaign treads somewhere between it’s -funny-because-it’s-true and it’s-terrifying-because-it’s-true. And that’s what we think will motivate even more people to change to NAB.”

The TV spots are supported by radio, online, large format outdoor and print media that names and shames the other banks.

The campaign was launched on Sunday 26 February with a 45 second brand ad and three 30 second product ads with alternatives pledging the abolishment of “annoying fees” and pledging the lowest standard variable home loan rate.

ECD: Ant Keogh
CD: Tom Martin, Julian Schreiber
Creatives: Tom Martin, Julian Schreiber, Ant Keogh, Rohan Lancaster, Darren Pitt, Nic Buckingham, Nick Kelly, Jim Ingram
Executive Producer: Sonia von Bibra
Account Management: Simon Lamplough, Tim McColl Jones, Jess Hughes, Kate Joiner
Clients: Sandra De Castro, Kevin Ramsdale, Natalie Davey, Sarah Coghlan
Production Company: Revolver Films
Director: Tim Godsall
Producer: Ian Iverson
DOP: Geoff Simpson
Editor: Bernard Garry – The Editors


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