Simon Baker is back in new global ANZ ads

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.”



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