Westpac joins the nighttime economy in new campaign

Westpac has unveiled a new campaign promoting itself as a bank available to customers 24 hours a day, with the positioning “banking just joined the nightlife”.

The TV commercial, created by DDB, is seen through the eyes of a food truck vendor as he feeds night-time revellers and makes his way home at the end of his day, stopping at Westpac to deposit his earnings. It showcases the typical night-life of a metropolitan city: people out with friends for dinner and dancing, catching taxis, people doing late night laundry at the local laundromat and the dad popping into the pharmacy to pick up some medicine.

The ad is directed by Revolver’s Simon McQuoid.

The ad closes with the line “Australia doesn’t close at five 5 any more, so now we’re helping you bank 24-seven.”

A dedicated website outlines Westpac’s ‘night-time economy’ options such as mobile banking, ATM locaters, self-serve banking, tablet banking and Westpac’s security guarantee.

Andrew Little, managing director of DDB Australia, said: “The new 24/7 self serve branches are brilliant for business customers who work at night or need to bank at night. This is an outstanding new branch format that has been embraced by Westpac customers. Marry this with all of our other 24/7 services and Westpac is truly supporting Australians 24/7.”

DDB Melbourne Executive Creative Director, Darren Spiller, added: “Customers are in the driving seat and Westpac is here to support their lives, in increasingly new diverse and accessible ways.”


TITLE: ‘24/7 After Midnight’

Head of Mass Marketing Services: Lisa Ronson
Head of Advertising, Mass Marketing Services, Australian Financial Services: Susan Coghill
Senior Advertising Manager: Zoe Lee

Managing Director DDB Australia: Andrew Little
Managing Partner: Mandy Whatson
Account Director: Matty Graham and Livia Montalto
Senior Account Manager: Oliver Wearne
Planning Partner: Nick Andrews
Executive Creative Director DDB Melbourne: Darren Spiller
Creative Director: Simon Bagnasco and Glen Dickson
Head of Broadcast: Simon Thomas

Production Company: Revolver
Director: Simon McQuoid
Producer: Catherin Jarman
Executive Producer: Michael Ritchie and Pip Smart
DOP: Ryley Brown
Production Designer: Enzo Laconno
Editor: David Whittaker, The Editors

Grade: Edel Rafferty, Method
Online Edit: Ziggy Zigouras, Method
Sound Design: Colin Simkins, Gusto Music
Music Supervision: Karl Richter and Jennifer Tauntan, Level Two Music



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