It’s several years since Colenso BBDO began weaving together Bank of New Zealand and the mantra, be good with money.
The bank’s optimistic, helpful attitude hasn’t changed, although its expression has evolved.
Colenso’s new ad, What Ella Wants, is 100% feel good with its catchy soundtrack, cute kid and the more than likely chance that its ending will make you cry. (It’s OK, they’re happy tears.) Behind all that emotion, though, is a reassuring message. The film is the story of a dad and daughter learning about everyday money management together. Seven-year-old Ella is being taught that reaching a goal means making some sacrifices. Dad is learning about with the challenge of saying “no” and making do. The takeout is that getting to your goal isn’t always straight or easy, but it’s worth it.
It ends with the rather wonderful “twin-meanings” title, Bank of doing great things with it.
Briar Rowe, BNZ acting head of brand, commented, “We’ve been focussed on the optimistic evolution of ‘be good with money’ for a couple of years now, and that hasn’t changed – showing New Zealanders in their everyday lives and demonstrating the ways BNZ products and services help them be good with money.
“This new chapter of the brand work shows the other side of that same story – that great things than can come from being good with money.”
The campaign was directed by Exit Film’s Glendyn Ivin.
Steve Cochran, executive creative director at Colenso BBDO, noted “Following our Bank of New Zealanders work of the last two years with a sweet little story has been a delight. I certainly didn’t have to look far for inspiration with two young daughters. Glendyn then did such an amazing job of capturing these genuine performances, it’s hard not to love their father daughter relationship.”
The film’s music track is There’s a Little Bit of Good in Everyone, recorded by the late singer and activist, Johnny Richardson, and on his kid’s album of folk songs from 1977. It was uncovered and licensed by Jonathan Mihalijevich at Franklin Road.
What Ella Wants is running as 60-, 30- and 15-second spots on TV, online and in cinemas. It will also feature in branches and OOH throughout the country.
Client: Bank of New Zealand
Agency: Colenso BBDO
Production Company: Exit Film