Some organisations shouldn’t bother advertising. Plain and simple. Banks are a primary candidate (warning – incoming rant!). Over the last few weeks, the Commonwealth Bank has unveiled a series of self-indulgent TV spots, the first of which can be seen below:
I’m not going to comment on the creative execution. There’s been enough snark relating to the Commonwealth’s new advertising direction on Mumbrella and Campaign Brief, and it’s truly not my area of expertise. What does shit me however is the underlying message the Commonwealth Bank is trying to deliver through these commercials – “we care”.
Bullshit!
For the first and only time, I’m in complete agreement with Senator Fielding. The banks are thieves! Let’s look at the facts. The Commonwealth Bank records a record profit of $5.6 billion, including an increase of 42% in cash profit. By anyone’s account, they are astonishing results. Yet while posting record profits, they want us to believe that it’s necessary to raise interest rates above and beyond the RBA’s movements…
And you expect us to believe that you actually care about your customers?
Please!
Actions speak louder than words. And when you act like a fucking jerk, no amount of advertising can possibly change that perception. So quit it with your patronising advertising! You don’t need brand awareness, and you’re never going to change perceptions that you are in fact devil spawn.
Unless of course you actually start acting in a humane manner… pffft!
{ 6 comments… read them below or add one }
Great rant – thoroughly enjoyable! And so true.
True enough, but perhaps the lesson is to pick up some Comm Bank shares, so you can get your piece of that $6 billion!
Certainly wish I had some right now!
But, the reason they make such massive profits is because people keep banking with them, despite the plethora of better alternatives. Or possibly because they’re in league with Satan, I’m not sure…
u sound like have bank a loan with them haha
I recall a similar discussion on ANZ / NAB advertising on Gruen Transfer in season 1. They were saying that banks has so much legacy, hence it is very difficult to advertise or change perceptions. So NAB created a new sub brand called UBank, so they could do some fresh advertising (with a clean slate).
Thanks for pointing out what that ad was about. I actually had no idea…or that it had anyhing to do with the CBA. Totally forgetable.
You hit the nail on the head James…
I totally agree with you. This ad seems like a copy of an SBS movie, nothing original about it either.
Why don’t Australian advertisers, directors, film makers be abit more original with the products /services they advertise?