Clemenger unearths phase two of NAB’s Save Retirement campaign for MLC
NAB investment arm MLC has launched the second phase of its Save Retirement campaign through Clemenger BBDO Melbourne, this time the theme is centred around an archaeological dig.
The first version of the campaign launched two years ago and featured a man and his grandson looking at a museum exhibit of an older couple enjoying retirement and the man reminiscing that it was something people talked about when he was a boy.
The latest version of the campaign shows an archeaologist walking through “one of the most important digs of this century”, where artifacts from the “retirement era” are being unearthed.
https://www.youtube.com/watch?v=HnpKiDXxzHI
The ad comes to a climax when an club is uncovered, the archaeologist exclaiming the “it’s some kind of implement used by the golfer” before the ad closes with the line “don’t let retirement become history”.
The creation of the ad included the use of five earth moving machines and 1000 tonnes of sand.
Clemenger Melbourne creative director Ant Phillips said the agency was keen to keep with the lighthearted tone of the original campaign while focusing on the serious message that the average Australian outlived their retirement savings by 13 years.
“Building on the Save Retirement platform, and continuing the light hearted tone, we wanted to portray what could happen if we continue to ignore the statistics that tell us we aren’t saving enough money to enjoy retirement,” said Phillips.
Credits:
NAB
Andrew Knott, Chief Marketing Officer, NAB
Rob Harris, General Manager, NAB Wealth Marketing
Jackie Grundell, Head of Brand and Digital, NAB Wealth
Shini De Silva, Manager, Brand, NAB Wealth
Silpa Haria, Manager, Digital Marketing, NAB Wealth
Andy Shirlaw, Consultant, Digital Marketing, NAB Wealth
Loraine Shields, Consultant, Brand and Digital, NAB Wealth
Melanie Smith, Consultant, Brand and Digital, NAB Wealth
Jackson Ritchie, Graduate, Brand and Digital, NAB Wealth
Clemenger BBDO Melbourne
James McGrath, Creative Chairman
Ant Keogh, Executive Creative Director
Richard Williams, Creative Director
Anthony Phillips, Creative Director
Sonia von Bibra, Executive Producer
Lisa Moro, Senior Producer (TV)
Michael Travers, Senior Producer (Print)
Christian Russell, Head of Interactive Production
Nathan van der Byl, Senior Producer (Digital)
Charlotte Abroms, Producer (Digital)
Lee Simpson, Managing Partner
Rhys Arnott, Senior Account Director
Navin Arunasalam, Digital Account Manager
Alex Mleczko, Account Manager
Matthew Kingston’ Senior Planner
Production
Steve Rogers, Director, Revolver
Pip Smart, Executive Producer, Revolver
Peter James, DOP
Steven Jones, Evans Production Designer
Alexandre de Franceschi, Editor
Ben Eagleton, Colourist
Soren Dyne, Online Artist
The Editors Post Production Company
Cezary Skubiszewski, Music Composer, C-Zee Music
Paul LeCouteur, Sound Engineer, Flagstaff Studios
Simon Canning
There is a certain irony in having banks trying to help you get the best return for your retirement.
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The longest list of credits I’ve seen in a long time.
No surprise that many people on the committee produced such a turkey.
Can’t believe this ‘tested’ positively if the research was done properly.
My OH laughed out loud when she saw this on TV. She’s bang on the demo and thought it was ‘ridiculous and patronising’
“It’s some kind of implement used by the Golfer” must be the lamest line ever written.
Surely people that aspire to ‘retire’ to play golf are already too old to buy into a plan. Whereas, people young enough are too worried about job security in the short-term (and the idea of never retiring more than likely) to imagine this speaks to them.
To come from an agency like Clemenger BBDO shows it doesn’t matter how big you are, you can get it so wrong.
IMO
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