News Simon Baker is back in new global ANZ ads September 16, 2012 8:30 by Robin Hicks 22 Simon Baker as Patrick Jane in ANZ ad ANZ has launched the next installment of its global ad campaign featuring Patrick Jane, the lead character from The Mentalist played by Simon Baker. The Mentalist star replaced the memorable Barbara the banker, a creation of ANZ’s former agency M&C Saatchi, in May last year, and the ads took some criticism because of the Baker’s American accent. In a press release, ANZ said that the first instalment “scored above average on all key diagnostic measures particularly in key segments within growth markets.” The new ads carry the tagline ‘We live in your world’ and feature an Australian accented narrator. The new campaign, which will run over the next 18 months, was created by the Melbourne office of Whybin\TBWA. Joyce Phillips, ANZ’s CEO global wealth and private banking, who also runs the bank’s marketing said: “We wanted to build on the tremendous success of the first campaign by again engaging Patrick Jane to help us show our customers how we can help make it easier to get ahead in life.” “The first campaign helped us build our profile in our key markets through Asia Pacific scoring in the top ten per cent of all ads tracked for recognition and branding. Patrick Jane personifies ANZ’s brand personality and helps us show how we will use insights and practical solutions to help our customers progress.” Robin Hicks topics ANZ, Patrick Jane, The Mentalist Share Tweet Share Comments: 22 Add Comment Patrick 16 Sep 12 The ads just don’t work, he has as much charisma as a dog with a head swap operation. And the ad tells//sells me nothing about the bank! Reply Jane 17 Sep 12 “The news ads carry the tagline ‘We live in world’” Think there is a typo here. Think the tagline is “We live in your world” with the o being a fingerprint for some reason. Reply mumbrella 17 Sep 12 Hi jane, Thanks for flagging that up – sorted. Cheers, Tim – Mumbrella Reply Aunty viewer 17 Sep 12 As someone who has never seen the Mentalist, nor even knows what the show is about: this campaign is completely lost on me, as I simply don’t know why Simon Baker-Denny is speaking ‘Murrikan. Reply Alex 17 Sep 12 @auntieviewer – 100% agree with you. It took several weeks of seeing the last campaign for someone to tell me who this annoying american guy is who randomly starts talking to a woman in a park about homeloans! Seems to me like a very strange way to try to target the masses when you are guaranteed a high % of wastage from those viewers who have never watched The Mentalist (and looking at total population vs viewing figures, thats alot!!) Reply Hmmmm... 17 Sep 12 I actually don’t mind these, but then I watch the Mentalist so I get the character and what he represents. But I do not in any way believe for a second that ANZ lives in my world. The fuckers live in a golden palace built on a foundation of precious gemstones. And every morning at 11, they get the binoculars out and laugh at my puny little house in my ordinary suburb. Reply Sad Break 17 Sep 12 So do the ads make more sense if you’ve watched the Mentalist? Reply Joanne 17 Sep 12 Agree with @patrick, hate these ads, they mean nothing to me! Reply blc1981 17 Sep 12 This being a “global ad campaign” that ‘builds their profile in key markets through Asia Pacific’ it’s more likely to appeal to (and have more of an effect on) different markets than Australia. It seems to just be a bland tv spot with a local v/o. Reply D 17 Sep 12 I think they are great, and am not a Mentalist viewer. They are different and interesting. He could be a fresh character, and not even from the Mentalist, that you would be asked to ‘get’ and I am sure you would be perfectly able to ‘get’ it – but just because they have been clever and taken the character from a show (instead of developed a new one) you get confused. I don’t ‘get’ that. Reply Damnit Janet 17 Sep 12 They make me want to change banks. I’m off the the Cmonwelch Reply nickatnights 17 Sep 12 Simon Baker has one of the best hairpieces in the world. He should do ads for Ashley and Martin. Reply Wally 17 Sep 12 the core problem is that he doesn’t live in MY world fail Reply hellv 17 Sep 12 Have to agree with Auntie and Patrick. I find the ads condescending and Baker’s character pretentious. Even my mentalist-watching friends who know the back story can’t stand them. We ‘get’ them; we just don’t think they work. Reply Jane 17 Sep 12 I hate these ANZ ads too! The best bank ads are by Rabodirect. Reply lincu 17 Sep 12 There’s nothing like walking through Jakarta and seeing a huge billboard saying “We live in your world” written in English. Reply Bobby Dazzler 17 Sep 12 Bizzarely bland. Patrick Jane on the surface level. But nothing like the character on the show, who is, basically, an intelligent, charming prick who offends pretty much everyone he comes in contact with… Reply lars ulrich 18 Sep 12 they need to bring back barb Reply Worldly view 18 Sep 12 The pitch brief was use ‘We live in your world’. Whybins did. The Mentalist character is a great symbol of that. The pitch brief was make it work across Asia. The Mentalist character does. Lesson: To win business, listen and work with the hand you’re given. One day this campaign will change – but it’ll be Whybins doing the change, not the agencies who wanted to change it from day one. Reply Donnie Lynch 18 Sep 12 Boy are you people ever hard on Simon Baker……it’s only a commercial, live with it. Please be kind and don’t reply Reply rob 18 Sep 12 @ Worldly view i get the idea of playing with the hand you’re dealt to win the pitch, all good. But i don’t get how the Mentalist character is a great symbol of ‘We live in your world’? He’s more like the character Monk (that is a twitchy savant with limited social skills) than someone you are likely to know, how does that fit? On top of that if you don’t know the character Simon Baker is portraying, you are left with trying to work out how a rich and successful Aussie export actor ‘lives in your world’, which clearly he doesn’t. Reply Worldly view 19 Sep 12 Rob, I believe he is well known for that character. And I believe he symbolises ‘living in your world’ because he/bank intuitively understands the customers needs. I’m not saying its he greatest campaign of all time, but considering the mandatories its a pretty smart response. So, lets agree to disagree on this one. 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