Westpac Bank has ruled itself out as the creator of the ‘Can’t’ teaser campaign, making rival CommBank the firm favourite to be its architect.
Yesterday, “one of Australia’s most iconic brands” announced it was to reveal a major brand revamp this weekend, with a ‘big four’ bank heavily tipped to be behind the teaser.
A Westpac spokesman told Mumbrella that it was not responsible, and would not speculate on which of its rivals it might be. However, he added that the word ‘iconic’ was overused in Australian marketing and could describe any number of brands.
CommBank’s press team had not replied to Mumbrella at press time, despite a repeated request for comment.
Earlier today, the ‘Can’t’ campaign entered a digital phase with a Twitter offensive and images of kittens, heads buried in the sand, crop circles and dropped ice creams running in rotation on the What Is Can’t website with different words following the word ‘Can’t’.
Later today, Heritage Bank seized the opportunity to ambush the campaign, and bought the Google ad words ‘Can’t’ and ‘What is can’t’ to divert traffic from the teaser campaign.