Very brave ad. Bold ad, even.
Bankwest, and WPP’s dedicated Bankwest agency, Union, are calling out the big four banks’ ads – and their BS (which, according to the ad, means bank stuff), in their own ad, The Sea of Sameness.
The Sea of Sameness mimics big bank ads, with added sardonic notes, that highlight what Bankwest isn’t. It’s brilliantly scripted. Humorous mockery is a fine line to walk and this ad never missteps.
The campaign continues the Bankwest’s call for less Bank Stuff, that first launched last year in a bid to positively differentiate itself in an increasingly homogenised industry and cynical consumer environment. It was driven by the insight that Australians do not want more ‘bank’ in their lives – just one that is fair, simple and transparent.
Chief creative officer, Paul Nagy, said most banks approach advertising in the same way, often overstating their role in customers’ lives. “Banks are pretty unpopular these days – in fact, bank bashing is like a national sport. We all want less jargon and complication, but mostly banks seem to want to talk about themselves and how important they are in your life.
“It takes a very brave and focussed client to face up to that, and start on a journey to be less banky. Bank Less is about working hard to be the bank that’s there when you need us but not when you don’t. It’s designed to be tongue in cheek and be playful and fun, but also to genuinely be the only bank that plays a bigger part in our customers’ lives – by playing a smaller one.”
Andrew Chanmugam, executive general manager, Bankwest Customer Experience, added, “Bank Less is not just a campaign but a philosophy the business was already living through initiatives, products and ways of working.
“Bank Less is a driving force behind everything the organisation does. It means less complexity and fewer frustration for customers. It’s about assisting customers when and where they need us, as simply and seamlessly as possible. Bank Less is deliberately designed to be cheeky and capture attention, but it’s also a statement of intent about the experience we want customers to have each and every time they interact with us.”
The campaign will run as 60-, 30- and 15- second TVCs, backed by cinema, social, inflight TV and Collect and Connect (Airport). A 30-second radio spot will also run on Spotify and digital radio.
Chief Creative Officer: Paul Nagy
Creative: Brendan Greaney
Senior Copywriter: Justin Schoenmaker
Senior Art Director: Bryce Waters
Producer: Matt Barber
Project Director: Jo Gibb
Integrated Strategy Director: Chelsea Wadsworth
Media Project Director: Timo Waldbuesser
Media Manager: Amy Rovira
Digital A&T Director: Jessica To
Digital A&T Manager: Adam Cartwright-Howell
Production Company: Brilliant Films
Director: Jesse James McElroy
Executive Producer: Stephanie Ceccaldi
Producer: Peter Kearney
Director of Photography: Daniel Ardilley
NZ Facilitation Company: Cowley Films
Post Production: The Editors
Animation Production: Buck
Creative Director: Gareth O’Brien
Executive Producer: Erica Ford
CG Lead: Elijah Akouri
Executive Manager, Brand and Marketing: Haylee Felton
Senior Brand Marketing Manager: Nisha Fay