News The final piece of the Can’t teaser – a jigsaw puzzle May 24, 2012 5:04 by Robin Hicks 20 The Can’t teaser campaign – now widely believed to be by CommBank – has reached its final stages, with a video and a large jigsaw puzzle believed to be the final elements before the reveal. Both the videos and photographs of the jigsaw puzzle experiential execution were sent to Mumbrella journalists this afternoon. Robin Hicks topics Advertising, CommBank, Marketing, Westpac Share Tweet Share Comments: 20 Add Comment Social House Media 24 May 12 I saw this posted on Bourke St. I went to the site and it just had a picture. Pointless? Reply Clive Burcham 24 May 12 I was with one of the senior smarter marketing types from TCO today….(I’m not one of them)…..we drove past a “CANT” poster. They discussed it leads to a landing page with no connector / data capture. maybe it is a bank……if they’ve got that kinda money to spend on not creating a lead. Reply Dr Oyvind 24 May 12 Is anyone else bored of this self indulgent, poorly thought through, barely concealed attempt to out-stunt the NAB break up? And if truth be told, the teaser should have been ‘won’t’ as the profits enjoyed by the banks and their flagrant disregard for anything resembling a rule more or less rules out ‘can’t’, surely? Reply Logic 24 May 12 if it is commbank it’s a mighty big ego spend for the new marketing director to mark his territory. Reply Dem O'Reilly Mad 24 May 12 I searched for “can’t” and found this site. Is it a campaign for butter? http://www.icantbelieveitsnotbutter.com/ Reply bob is a rabbit 25 May 12 Again, the only people talking about this campaign are those in the industry. Nobody else cares. Reply Fabian 25 May 12 If Comm Bank is behind this, then they have some Search competition. Google “What is can’t” and Heritage Bank is doing a little SEM with the answer. ‘Can’t is a word the big banks use’. Clever. Except as a Bob says…who really cares besides those in the industry? Reply zeffd 25 May 12 I think they should have just replaced the vowel and told us what they really think about their customers Reply Nat 25 May 12 I cant help but think i am watching a reel for an award entry rather than a piece of interesting content or anything that could get people curious about what it is… Reply andy 25 May 12 absolute waste of money – but cool sound tracks Reply Terry 25 May 12 I agree with bob is a rabbit. No one outside of the industry cares. Reply Andrew Bolt & Gina Rineharts Lovechild 25 May 12 I just. Can’t Care. Reply pete 25 May 12 i’m so over this campaign… it seems pointless if it wasn’t for mumbrella i wouldn’t even know about it… Reply Carole Goldsmith 25 May 12 Stupid and annoying ads – just want to switch off so I do Reply Pascoe 25 May 12 The pay-off – the relation of ‘Can’t’ to the actual main concept – is going to have to be fantastic, to justify all this spend and time. Not an impossible ask, but also not an easy one by any means. Reply Careless 25 May 12 Interesting that the only people reporting it are Mumbrella. Interesting again that they’re the ones getting the cool free jigsaw This isn’t a marketing campaign … it’s just a way for ‘whoever’ to butter up the marketing journos. If it is Andy Lark it’s clear he’s trying to minimise the negative flack from Mumbrella when it finally launches. Too much money and not enough customer insight! Reply John Grono 25 May 12 I just love it that the URL they chose is whatiscant.com.au because you can’t use an apostrophe in a URL. Well the word “cant” rang a bell. Try a few of these from dictionary,com for size – spookily on target? cant noun 1. insincere, especially conventional expressions of enthusiasm for high ideals, goodness, or piety. 2. the private language of the underworld. 3. the phraseology peculiar to a particular class, party, profession, etc.: the cant of the fashion industry. 4. whining or singsong speech, especially of beggars. verb (used without object) 5. to talk hypocritically. 6. to speak in the whining or singsong tone of a beggar; beg. Reply What a Lark 26 May 12 Can’t … remove the “t” and suddenly we “Can” … maybe the “t” stands for Technology which would make sense as that’s where CBA intends to differentiate. Reply Pomstar 26 May 12 http://www.youtube.com/watch?v=5gMzi7gR9xo Reply Scott 27 May 12 Confirmed: http://www.commbank.com.au/abo.....m&?ocid=9246625 Found this from a banner ad on YouTube. Oh, and using CommBank’s Kaching and iCarte using an Android smartphone? Sorry, CAN’T. Reply Have your say Name Email Address (optional) Website (optional) ADVERTISEMENT Most Discussed 62 Comments ADMA faces calls for boycott for Trump “support” 39 Comments Facebook streaming numbers plummet 94% after Nielsen recalibration 28 Comments Don Smallgoods wants to feature Aussie ‘Dons’ in latest campaign 25 Comments How Facebook and Twitter have turned the Australian public into pirates 24 Comments Remember the time McDonald’s created the #DownUnderBigMac hashtag and nobody used it?