War-torn migrants focus of Westpac’s latest ‘help’ campaign
Refugees who fled Beirut to start a new life in Australia are the focus of Westpac’s latest ‘help’ campaign, which aims to show how the bank supports small business owners who need it the most.
The new ad follows the story of a doctor from Beirut, who moves to Australia and takes up a baking apprenticeship to support his wife and daughter.
The ad tracks the man’s journey from being a doctor in Lebanon, when a building explodes. It then shows him fleeing, and his wife giving birth in a tent, before the family begins a new life as bakers in Australia.
Westpac launched its ‘Help’ brand platform in April last year, with a montage of moments in life when you need a helping hand. It was soon followed by the ‘Frank’ campaign which followed life of a man before he passed away, promoting Westpac’s ability to help people dealing with the death of a loved one.
Most recently, ‘Help’ was used to endorse Westpac’s support of families in the midst of separation.
The new ad also debuts Westpac’s new ‘help where it matters’ logo, which replaces the ‘200 years of proudly supporting Australia’ symbol.
Continuing its use of covers of iconic songs such as David Bowie’s ‘Heroes’ and Fleetwood Mac’s ‘Landslide’, the new campaign set to Amy Shark’s version of The Masters Apprentices’ ‘Because I love you’.
Westpac Group’s head of brand, advertising and media, Jenny Melhuish, said the campaign shows the struggles and rewards of running a small business.
“Our latest campaign brings to life the sheer dedication, challenges and rewards faced by small business owners of today. For many, when operating a family business, it becomes a focal part of that family’s life – the ups and the downs.
“We recognise that there are a myriad of challenges that can come along with operating a small business. Westpac has developed a new online hub with a range of support to help Australians start, grow and maintain a small business – from practical tools and resources for employment and cash flow needs, to products and services that help businesses and staff get paid faster.”
The campaign was created by Westpac’s creative agency of record DDB Sydney.
DDB Sydney creative partner, Matt Chandler, said: “This epic story of grit and sacrifice was a privilege to make. It really pays homage to so many small business owners with similar stories to that of the central character Ali; people who have set out on their own to build a life for their families. We count ourselves incredibly lucky to have such brilliant clients and production partners who make work like this possible.”
The campaign will run across TV, radio, digital, OOH, and social media.
Credits
Client: Westpac
Jenny Melhuish, Head of Brand, Advertising & Media, Westpac Group
Sam Viney, Head of Advertising, Westpac
Toby Dewar, Head of Media and Agency Management
Carly Boyle, Director of Media Planning
Amber Joyce, Senior Advertising Manager, Westpac
Sian Chadwick, Head of Business Experience, Westpac Business
Anna MacFarlane, Head of Business Marketing, Westpac Business
Alice Pears, Senior Marketing Manager, Westpac Business
Brooke Carter, Senior Marketing Manager, Westpac Business
Magdalena Sikora, Marketing Manager, Westpac Business
Creative Agency: DDB
CCO: Ben Welsh
ECD: Tara Ford
Head of Art: Noah Regan
Creative Partner: Matt Chandler
Art Director: Noah Regan
Copywriter: Matt Chandler
Designer: Paul Jansen
Head of Integrated Content: Sevda Cemo
Lead Senior Producer: Tash Johnson
Managing Partner: Chiquita King / Sasha Firth
Group Account Director: Topher Jones
Senior Business Director: Kirsty Smith
Business Manager: Fabrizia Violante
Chief Strategy Officer: Carl Ratcliff
Head of Planning: Dom Hickey
Senior Planner: James Davis
Production Company: 3&7
Director: Steve Ayson
Executive Producer: Emma Wilcockson
Producer: Julianne Shelton
Edit Facility: The Butchery
Editor: Jack Hutchings
Sound: Song Zu
Sound Engineer: Abigail Sie
Post Production: Blockhead VFX
Music Supervision: Karl Ritcher
Casting: Peta Einberg Casting & Nick Hamon Casting
Media: Media Lab
Public Relations: Map and Page
Well done DDB for crediting Chiquita and Sasha. Classy move.
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really nice ad and an excellent continuation of the campaign.
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How truthful is this advert when there’s not a single middle Eastern name involved in the project?
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Absolutely love the latest Westpac commercial which follows the journey of a refugee Doctor, who flees from war torn Beirut with his expectant wife and ends up building a new life in Australia for himself and his family. The only problem, it brings tears to my eyes everytime I watch it. It reminded me of a Vietnamese client who was a doctor in his own country, but was imprisoned and tortured in a communist re-education camp. Due to poor diet and lack of vitamins he developed poor vision, so couldn’t work as a Doctor when he fled to Australia with his family. He worked as a cleaner with his wife, then started his own business so he could have his children go to uni to follow his footsteps.
It’s the story of many migrants and refugees I have known over the years, who were doctors, lawyers etc in their own country and ended up working hard in factories or restaurants here in Australia, just so they can put their children through university. They are thrivers and strivers.
thank you for the beautiful ad
Vita
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Does Baker of Beirut actually exist or is it made up for this ad ?
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Simply great ad. Reminds me of a personal story.
Amazing job guys
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Why do they look Indian? And the bakery doesn’t even make Lebanese bread. Shows how ignorant the ppl are at Westpac
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Great ad! Very inspirational. Shame it’s not a real bakery because the idea would be great. Especially if it focused on a collaborative community approach to bring together members of the refugee community.
The closest I could find was Beirut Bakery in Granville. Very similar business name…
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Seriously ??? the cast are indian, couldnt you find lebanese people to be in the commercial? What a fail. Idiots
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When you create an advertisement at least make an effort to use real people from Beirut not ring ins from other parts of the globe.
You actually do your yourself an injustice and also to the real Lebanese people who you think look like Indians
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It’s a great advertisement. I’ve watched it several times and have been very impressed, however it has made me want to find Baker of Beirut rather than go to Westpac.
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And yet another Westpac ad with the same theme, can you please veer away from all these ‘sad and pulling the heartstrings’ stuff. Give the viewer something that might convince us to use your bank instead.
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I was thinking the same thing the actors in the add are clearly not Lebanese or of arab origin.
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This add is terrible, really a lebanese doctor fleeing Lebanon due to war? was this add meant to be based in the 1980s. They should have based it on Syrians then and cast real arabs. stupid add.
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It’s “ad”, Jamie
And yes it’s set during the Lebanese civil war of the 80’s, hence the daughter being of age now to pursue and complete a medical degree.
Thanks for your ill informed and under educated opinion!
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This ad makes me want to throw up! A bank that ‘loves’ us and ‘cares’? Banks only love and care about profits. They may love us when we have a healthy bank balance, but try getting a loan when needed. Yeah, right!
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I think some people are confused. This isn’t a documentary.
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It’s an imaginary bakery.
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Yep… It’s cultural appropriation!
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I’m hoping Westpac will follow up this ad with one about the Lebanese baker who came to Australia and worked his way to the top establishing networks and contacts become a drug Kingpin with Westpac there to support him with the cash for shipments, pay-offs & bribes. Also the touching moment he sends money back home with advice from Westpac to keep the amounts under $10,000 so not to raise AUSTRAC suspicions.
Another could be the heartfelt story of the Lebanese immigrant who became a apartment block developer in Sydney who generates fantastic profits by cutting corners during construction then folds the business and funnels profits back to Beruit with the help of Westpac International money transfer service.
Both are more believable scenarios than the ‘Baker of Beruit’.
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Westpac should stop making bullshit ads .I can still here the chopper to ps been ripping off customers again I here ! Up yours Westpac
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Westpac should stop making bullshit ads .I can still here the chopper to ps been ripping off customers again I here !
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I looked up Baker of Beirut and Bakery Beirut comes up in Granville Sydney, not the one in the ad.
I loved this ad and thought it was real. I am a little disappointed that I can’t go to this bakery!! ?
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No doctors would have fled during the war. They were much needed in fact
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Love the story telling – unfortunately Westpac doesn’t deliver on the product – very little support for loyal small business owners.
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Curious that in the earlier scenes, the wife does not wear a hijab. As time goes on she is wearing a hijab. Westpac like that she has more become pious. Also interesting because sharia law prohibits the lending of money with interest. Shame on westpac.
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You sound jealous ?
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