M&C Saatchi launches new brand for ANZ

Initially I thought this ad was about a computer- or tech related product.

While I dont mind the new logo and branding, this TVC really misses the mark. What are they saying exactly? That ANZ simplifies your life?

Amazing production quality, dont get me wrong, but not a big fan of the creative.

Much better than the previous campaign that makes all their staff look like retards.
The comedy went too far on those and made the client look foolish.
This approach is far more confident and appealing.

Another bureaucratic institution claiming they will make our lives easier, are you for real? The creative is good but the problem is that the bank just doesn’t deliver the goods!

Same with the Determined to be different Bank, Un-worry insurance company, etc etc

Memorable. I don’t “get” the logo, but who cares, a great campaign and well executed insight.

The values espoused in the ad dont match the retail banking experience ie. banks don’t simplify your life; they often overcomplicate it. It’s moments like these that i think i simply must not understand advertising. I just fail to see what this TVC is supposed to make me feel, think or do in relation to ANZ that isnt contradicted by the actual brand experience.

The problem here is that there is just too much going on and its so very different in style, message and tone to the previous campaign executions for ANZ, which I am sure were still airing last week.

As a consumer I am a bit confused…Is the message that ANZ are simplifying things for me or that they live in and understand my individual world?

So we have a re-launched brand identity, a new logo and a new strapline, but how does the campaign idea of “simplyfying my world” relate back to the total change in the brand and the new brand positioning?

And I also dont believe the brand is credibly delivering on this promise right now.

Although I like the idea and its good creative work this is taking too many leaps here all at once. What is wrong with teasing out your messaging once you have established your new positioning and made it clear about the equity you are trying to capture with the re-brand?

The re-brand will be around for 10-15 years or more, so get that right first. M&C are meant to be about one word equity, but this has missed the mark.

I also thought the ads were beautiful, but confusing. How, exactly, is changing the logo going to simplify my life?? It’s certainly not clear from the TV ad. Not a fan.

As for the claims that ANZ isn’t easy to work with, I guess there are degrees. I am primarily with ANZ, but have some accounts relating to an international merchant facility with NAB. NAB makes me want to scream and throw something every single time I deal with them and I can hardly wait to kick them to the curb when my need for them ends in November. I honestly contemplated registering the domain “NABsucks.com”, just to catalog the litany of stuff ups, but decided life is too short.

ANZ, on the other hand, seems reasonably competent, friendly, and helpful by comparison. Nothing barn-burning, mind you, and I have my gripes, but a genuine relief when compared to NAB.

I don’t mind the new ANZ logo, but if they want to convey a new message, it needs to be a lot clearer.

We live in your world. Really?

With a yearly profit of around 4 billion a year?

I’d rather live in your world.

@SB, that’s gold.

This is beautiful art (HT to Rascally). Genuinely nice to watch, very well executed, good message… but as an ad it begs the question ‘Are you REALLY able to make my life that much simpler?’ (to which most consumers will respond by thinking ‘I doubt it’). Classic case of setting the expectations too high, over-promising and under-delivering.

A great creative effort but one which puts a lot on the client’s shoulders in terms of follow-thru. What about winding it back a bit by saying:

‘We can’t make your whole life easier. But make your banking life easier? That we CAN do.’

Far more credible and therefore more inviting.

The folder thing above people’s heads is a complete copy from Mojo’s ‘Every Bit Brilliant’ ad for Toyota.

Evidence here: https://www.youtube.com/watch?v=9SsQCcFn1m8

What do you think?

what is the song and who is it by that ANZ has used there ‘We live in Your World” Phrase from? it plays the tune in the background at the end.

That song is “In your world” by Becky Freeman ( i think thats the right spelling). Its quite strange though. Listening to 2DAY FM in Sydney, they seem to be playing 50 second versions of the song in commercial breaks – I think ANZ might be paying for this ad space. Anyone know if this is the case?

Every time I see an ad directed and cast in this faux 70’s , slightly sepia, ugly people casting my heart sinks.

Do agency people really believe the average punter sees anything real or entertaining in this obvious attempt to be arty and trendy.

This ad could be for any number of large corporates and offers no engagement or proposition that is unque to ANZ. How does a bank remove the 20 bits of paper / mind clutter that we all carry around in our heads? It doesn’t. A Blackberry or PC or software app might but not a bank.

Another milestone in Australian marketing and advertising.

Would be a good ad for Google Wave

What’s TVC again? (Just kidding, but wanting to make a point)

Quote:
“That song is “In your world” by Becky Freeman ( i think thats the right spelling). Its quite strange though. Listening to 2DAY FM in Sydney, they seem to be playing 50 second versions of the song in commercial breaks – I think ANZ might be paying for this ad space. Anyone know if this is the case?”

Yes… I have been trying to find this song as well, I finally found out that it’s Becky Freeman’s “In your world”. What seems strange is that I have been listening to 2day FM every morning, and they seem to play this song in full past couple of weeks. Now it’s a shorten version about 50 seconds. Can’t find this in iTunes either, anyone knows more?

Well.. it seems this song is being played on all the Today stream Austereo stations (ie. B105, FOX etc) around the country – mostly during breakfast (sometimes in Drive).. Its got to be a paid spot of some sort because it is definately playing in or around commercial breaks, and this morning 2DAY played it 20 minutes apart – No self respecting radio station would let that happen if it was a real song.

Its funny though that there is absolutely no info regarding this artist ont he net – reminds me of that startburst campaign a few years ago where they released a song which actually charted (Get your Flavours Going i think it was).

The fact that ANZ are using the song to launch their new brand is a bit too coincidental.. I think in the coming weeks we will start hearing the ANZ spiel over the top of these ads and by then we will all be nicely addicted to the song and we will all rush out and get new accounts and home loans.

Why this trend to 1 minute commercials. This one is exceptionally dull and I can’t imagine new customers rushing through the doors after watching this one. I also can’t see the logo changing the world either.

Found out it’s a friend of a friend who sings that song Sui Zhen.

Gezza……really? You didn’t seem to get the ad. You obviously were looking too hard. This is one of the best examples of basic selling. It works…….Arty? Not really….more towards Practical I feel.

The ad works…expresses an urgent need to ‘consolidate’ ……..they make a good point.

Song is fantastic. Vision
Sepia ???? red seems to have been removed Matrix Style….lends to the drab city existence most of us face each week day)

Motion tracking…..State of the art.
Did some testing here: https://www.youtube.com/watch?v=GWbK5PO-rcA

David

http://www.myspace.com/suizhenmusic

Which one is the song? Is it not released yet (ANZ copyright)? 😀

I don’t think it is released yet! ANZ must own it 🙁