'This is a bank ad'

Sure, advertising tropes are an easy target. But it's still delightful to see them held up for ridicule. And that's just what Australia's Bankwest, through WPP AUNZ agency Union, does to great effect in a new campaign.

A satrical skewering is a shortcut to this cynical creature's heart, and the brand is betting that's also true for jaded bank customers.

The last time Ad Nut checked in with Bankwest, it was to call out the brand for hewing too close to gender stereotypes (see "Bank's cartoon characters are perhaps a bit too cartoonish"). This new campaign is, to Ad Nut's mind, a much better distillation of the brand's 'Bank less' proposition.

Among many enjoyable moments, Ad Nut's top LOL is, "Now, nod like you understand... Good."

As is so often the case, the acting performance is what makes the whole thing work, and Ad Nut's only gripe is that the actress doesn't get listed in the credits (below). Without performers with the right comedic timing or emotional heft, a lot of ads would simply fall flat, yet the industry rarely even mentions their contributions, let alone celebrates them. Ad Nut can't understand it. And let's also not forget the casting professionals who help make these crucial choices.

Anyway, the ‘Sea of sameness’ campaign includes 60-, 30- and 15-second TV spots, backed by cinema, social, inflight TV and airport placements. A 30-second radio spot will also run on Spotify and digital radio.

By the way, Bankwest's 'Bank less' brand proposition is not to be confused with DBS's 'Bank less' brand proposition, as Ad Nut's Campaign colleagues have previously reported (see "'Bank less': The slogan so popular two banks are using it").

CREDITS

Agency - Union
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:
Director: Jesse James McElroy
Production Company: Brilliant Films
Executive Producer: Stephanie Ceccaldi
Producer: Peter Kearney
Director of Photography: Daniel Ardilley
NZ Facilitation Company: Cowley Films
Post Production: The Editors

Buck:
Creative Director - Gareth O’Brien
Executive Producer - Erica Ford
CG Lead - Elijah Akouri

Client - Bankwest
Executive Manager, Brand and Marketing: Haylee Felton
Senior Brand Marketing Manager: Nisha Fay

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.