New Commbank campaign features first-ever BVOD roadblock
In an Australian first, the rollout of Commbank’s new campaign — which provides a “very fresh, very different” take on an otherwise typical finance category — includes a broadcast video on demand (BVOD) and digital platform roadblock.
“Doubt Never Did” is live across all the usual channels including BVOD, TV, cinema, digital, social, OOH, Youtube, Meta, and Tiktok, with media strategy led by Essencemediacom.
It will include a linear TV roadblock — where the advertisement runs simultaneously on every channel — and for the first time in Australia, will include a 48-hour roadblock on BVOD (across “leading broadcaster streaming services”, according to the release), as well as Youtube, Meta, and Tiktok.
Look at the cast here – this campaign required commbank to take out a mortgage.
I don’t get it?
It feels like a car ad inspired by Mad Max?
1.30 long and you only mention CBA in the last second?
How is CBA helping me overcoming doubt?
Almost 30 people all on headcount hours to make one ad possible? No wonder agencies are worried about AI cutting workforce numbers.
Amongst all of the plausible dreams shown in this ad, we also see a separating couple who end up with half a car each. Where once they jointly had something of value, now they each have a part of something that is broken. Divorce is so often emotionally and financially devastating. This is such an insensitive joke. I’m sure nobody is dreaming about losing half of everything they own.
Really! What business has the CBA got with encouraging divorce! What a stupid ad.
A serious mortgage. Ooh is great though. Ad feels fun but a bit jittery.
Feels like a big ad, only smaller somehow…
It’s not doubt holding me back. It’s lack of money!
What a ridiculous thing to do. Unbelievably self indulgent. Just imagine how incredibly annoyed with this ad a consumer is going to be. The media spend must be horrifyingly wasteful. Is there a channel they’ve missed? Skywriting maybe, I bet if they did that then they’d block out the sun.
What’s the difference between a ‘BVOD roadblock’ and just buying the ‘first impression takeover’ across SevenPus, NineNow, TenPlay and SBS OnDemand?
What service is this advertising again?
At least Commbank is still splashing $ on production. Must’ve been a good year for them
Wasn’t this version a lot better and more coherent as a metaphor? This seems really goofy as an execution of the same idea and category.
https://campaignbrief.com/nab-tells-aussies-to-take-a-le/
This is one of the worst campaigns of the year. What happened to our ad industry? Anyone with half a brain has left.