TVC: Commonwealth Bank, Amelie style

There is an ongoing love affair between established filmmakers and TVC work, and the new Commonwealth Bank campaign is a perfect example of this phenomenon, having been helmed by acclaimed French director Jean-Pierre Jeunet (Amelie, Micmacs).

How did this high-profile filmmaker end up shooting a poodle in the streets of Melbourne? Miguel Gonzalez writes.

The new CBA campaign is a departure from the previous ‘Agency’ concept.
“The main message is still the same, that the bank is determined to support the community in different ways (Grants, which presents a little girl in pure Amelie style and highlights the staff’s community efforts) and to solve your problems quickly (Bulldog, in which the romantic advances of a CGI-enhanced bulldog are frustrated by the bank’s quick service) or by calling you back if they don’t answer first time (Call You Back, the melodramatic story of a housewife rescued by bank staff),” explained Goodby, Silverstein and Partners executive producer Chris Moore.
According to the San Francisco-based Australian, the concepts came before the talent.
“The concepts take you into a very surreal, magical world. The ideas came first, and talking to the creatives, Steve Simpson and Erick Vervroegen, we thought it would be great to have Jean-Pierre Jeunet or even Jonathan Glazer, because of their style.

“If you watch Amelie or Micmacs, there’s very distinctive voice over narrations, a lot of close ups, very unique angles, and Jeunet uses the camera to push in a lot. The spots seemed very suited to him, to his style and timing,” explained Moore.