CommBank targets youths who have ‘outgrown the bank of mum and dad’ with Essentials credit card campaign
Commonwealth Bank is promoting its Essentials credit card by targeting young adults who currently rely on their parents for loans.
The 30-second spot features a young woman returning to her family home to visit her mum who wants to share her new found passion for cooking with her.
Kate’s mum, as it turns out, is a hopeless cook – so the ad questions whether borrowing the small sum of money from ‘The Bank of Mum and Dad’ was worth the price.
The ad targets those who have outgrown their parents and offers them a new Essentials credit card.
M&C Saatchi is Commonwealth Bank’s creative agency of record and was appointed to the account in 2012.
In February, Danny John joined Commonwealth Bank as its head of group public affairs and communications.
This ad is quite an alright spot, but it could’ve been so much better had the story played out via the talent, rather than a voiceover. Why do we feel the need to over-explain things to consumers? The idea is super simple anyway.
So they are targeting the Dollarmite kids who have grown up….
Does anyone else find the use of “the bank of mum and dad” in this context confusing?
The majority of coverage about the bank of mum and dad recently seems to be about borrowing an average of $89K to get on the property ladder.
Nice and simple.
Interest based adverts my mum can’t cook for shit and I’ve started eating healthily and now I’m getting constantly pinged by these adverts as they have a record of every fucking salad I’ve bought in the past 4 months.