Westpac supports those grieving in heartfelt campaign
Westpac has launched a campaign to support those who have lost a loved one promoting the ways in which the bank can help Australians with bereavement and the management of a Deceased Estate.
The one minute commercial shows the budding romance between a young woman and man and chronicles the couples life together.
Westpac’s ‘If you’ve lost a loved one, we’re here to help’ ad depicts the couple’s relationship and life together starting by showing how they met, their wedding, their first child, their careers and eventually their grandchildren.
At the conclusion of the ad it is revealed they are at the husband’s funeral, with all of the guests wearing a moustache similar to his to pay homage to his life.
The campaign is an extension of Westpac’s latest brand positioning ‘Help. It’s what Australians do’.
DDB is Westpac’s creative agency of record and launched the bank’s new brand positioning earlier in the year.
The ad has been released just days after it was revealed that Westpac’s head of advertising Andrew Howie was departing the business for a new role as head of brand at Amazon.
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I thought it was a promotion for Super Mario – until the end, and obviously, the lack of an oversize gorilla throwing bananas around.
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Gee. Is it about a bank…
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Felt like topping myself after seeing the commercial – ordinary work. I guess Amazon will inherit that level of quality.
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Can agency and bank change the ‘old style’ theme in the next campaign..wearing a bit thin
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When posting work on here, why does Mumbrella feel the need to explain in a step-by-step way what happens in the ad? Presumably if a reader has clicked on the article, they will also be sufficiently interested to go that one small step further and click ‘play’.
If you are going to write an article about the ad, maybe include some analysis and save yourself the effort of describing each scene.
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Loved the ad. The music had me looking up from my computer. I realised I’d missed something good, so played the add twice on my pc. I still miss my dad eighteen months later and so this ad really hit a chord. I think it was just beautiful. I will never get sick of seeing it. Westpac obviously knows that families really struggle with funeral costs, especially if the death is unexpected. I especially loved the last part of the ad.
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It should read Banks we are here to rip you off
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Hi KGB,
I know many people who read Mumbrella at work and are unable to watch the videos at the time they first digest the article, hence the explanation of what happens in the ad.
It seems you are not one of those people, so we will try and bring you more analysis in the future.
Enjoy the videos,
Vivienne – Mumbrella
“The campaign is an extension of Westpac’s latest brand positioning ‘Help. It’s what Australians do’.”
Not be confused with NRMA’s ‘Help is who we are’.
Of course, most people can’t tell the difference. Maybe the two companies should just roll their production and media dollars together if they’re making the same ads.
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Hhmm,
Hey, agree with your thoughts More Help!
Maybe they should have used a dead Koala in the Westpac ad – they could have taken it from the NRMA team……:-)
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You said it. Two campaigns using the most overworked, overused concept that make you reach for the remote. Oh yes, also the Australia Post ad.
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How did they miss the opportunity to make what could have been a genuinely emotional and powerful ad? This is cold and bland.
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I reached for the remote too Phil. To turn it up and to rewind it to watch again. It’s a lovely spot. Most people only think about using a bank for help with house, car, maybe redundancy. But not bereavement. A bank positioning itself as the one to talk to at this time seems very smart to me.
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It’s like the emotional time-lapse from Pixar’s movie UP, but not quite as good
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Its a great ad, love the music and really emotive. Relatable.
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I’m appalled by this cynical attempt to make us believe banks care. What poor timing.
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I think this ad is really good…. makes me feel better about Westpac. The main guy in the ad is so natural in his acting
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This has to be the best ad I have ever seen in my very long life. You cynical people make sick! Take this ad for what it is, a very cute and touching connection between two people who love each other very much. I think this was the advertising company’s intention and nothing else. Please don’t make this into something sordid and money grubbing. For all you young people, I do understand that banks need to make a profit for their shareholders, thus we see ads such as these.
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Making money from death and tragedy… Top notch strategy from an industry who have until now, just made money from greed and misery.
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Hate the ad. Preying on grieving loved ones. Emotive and cheap. I don’t want to start sobbing in a bloody ad.
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This add is sooooo fake! My uncle knows the guy with the moustache and he is still alive in real life.
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Ha! Good pick up. It is interesting when this stuff comes to light. No comment from Westpac?
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Still no follow up from Westpac. I’d appreciate if any other readers could shed some light on this.
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