Of late, Australia’s big banks have been telling wonderfully heartfelt stories about helping people. Australia’s little banks have been telling wonderful stories about how they’re different from the big banks, which had a spectacular fall from grace earlier this year following a Royal Commission into their practices. Bank advertising throughout the world tends to take the road most travelled. No bank in the world has ever attempted what Nedbank is doing in South Africa. Kudos to its agency, Joe Public. It has tackled a subject no bank wants to go near – people who get themselves into money problems.
On top of that, Joe Public has created a campaign disguised as a fifteen-minute short film, Secrets, which appears to be a thriller, teased with a forty-five second unbranded trailer. One man seems to be having an affair. Another seems to be a hit man. The film is gripping entertainment. Its reveal is not in the least what you expect. Each of the film’s characters has got into a different kind of “hot water”. Each has reached a crisis by refusing to deal with their money challenges, bad decisions and current situations. So they’ve continued to make decisions that are not good for them.
In South African culture, money is a taboo topic. The bank is trying to change that. Nedbank has been positioning itself as the bank that Sees Money Differently since 2017. This latest instalment asks people not to avoid thinking and talking about their finances. To make better financial decisions. The trailer was revealed in cinemas, apparently promoting a new film. Its aim was to get people intrigued about the secret behind the film. The film was then screened in cinemas, in movie premiere style. At its end, that it is a campaign for Nedbank is revealed.
The film is supported by the 2-minute stories of two of its characters, Sizwe and Ben.