CommBank's Can back with The Voice star

CommBank's Can back with The Voice star
SHARE
THIS



The Commonwealth Banks is revitalising its ‘Can’ campaign with a new iteration focused on a new song penned especially for the push ‘Three Little Letters’.

The song is performed by The Voice’s Steve Clisby in television ads that focus on the performer’s drive to achieve his musical dreams to drive home the campaign’s message of ‘when you believe you Can, you Can’.

The work is the first to come out of the bank since Vittoria Shortt was appointed to replace Andy Lark as chief marketing officer and comes after NAB’s new ‘More Give, Less Take’ launch.

“Steve’s story of perseverance and consistently striving towards his goals personifies the Can philosophy,” Shortt said in a release.

“Over the years he repeatedly told himself ‘I can achieve my dream’, and that’s what he

continues to do. We hope Steve’s story and our latest campaign encourages our customers to pursue their goals, and work towards their financial and personal aspirations.”

‘Three Little Letters’ was written by M&C Saatchi’s Tom McFarlane and Andy Flemming, with Flemming behind the bank’s ‘Ode to Can’ poem.

‘Ode to Can’ was read by actress Toni Collette in television ads that launched the Bank’s new positioning in May last year.

The new positioning was praised by the advertising community but the brand attracted negative global attention when an “unapproved” Olympic bomb-hoax video was published on YouTube as part of its ‘Can’ Olympic sponsorship.

The new work launched on Sunday October 13 with 60 and 30-second TVCs and a three-minute video showing Clisby performing the song.

The campaign also includes outdoor media, print advertising, digital video, cinema advertising and a social media campaign.

http://www.youtube.com/watch?v=na2kc4xLL-E

http://www.youtube.com/watch?v=21IdMLqNcOA

Credits: Client: Commonwealth Bank Media: Ikon Creative Agency: M&C Saatchi Regional Creative Director: Tom McFarlane Writers: Tom McFarlane, Andy Flemming Lyrics: Andy Flemming Art Director: Michael Andrews Music: Song Zu, Sydney Producer: Ramesh Sathiah Master: Studios 301 Director: Paul Goldman, Playbig Films Producer: Caroline David Head of Television & Content: Rod James

Please login with linkedin to comment

Latest News

A young boy nerd shouts at the top of his voice to his co-worker through a megaphone trying to talk some sense into him. The young nerds are dressed in bowties and glasses. Retro styling.
  • Opinion

Smart Speakers: The Voice Of A Generation

In this opinion piece, Growth Tank management consultant David Willey looks into research on the usage of voice assistants and access to smart speakers for Generation Z, Millennials and Generation X in Australia. We hear a lot about how Millennials, and now Generation Z, are changing the game on marketing by adopting the latest technology, including digital voice […]

Opinion

by B&T Magazine

B&T Magazine
Host/Havas Bags Work For Oroton
  • Advertising

Host/Havas Bags Work For Oroton

Host/Havas staff forced to takes lessons on accessorising after snaring Oroton's creative account.

Glenn McGrath & Mike Hussey Join Macquarie Media’s Cricket Commentary Team
  • Media

Glenn McGrath & Mike Hussey Join Macquarie Media’s Cricket Commentary Team

Macquarie Media has announced that two of Australia’s cricketing greats, Glenn McGrath and Mike Hussey, are the latest additions to its cricket commentary line-up. McGrath (pictured above, right) and Hussey (pictured above, left) will join Darren Lehmann and Ian Chappell in the Macquarie Macquarie Sports Radio commentary box this summer, as part of the company’s new six-year […]

SBS Chooses Fairfax’s Andrew Mudgway To Lead Its Commercial Strategy
  • Advertising
  • Media

SBS Chooses Fairfax’s Andrew Mudgway To Lead Its Commercial Strategy

Special Broadcasting Service (SBS) has announced the appointment of Andrew Mudgway as its national sales manager for TV and digital. Mudgway joins SBS from Fairfax Media, where he was responsible for the publisher’s national digital and print sales team. He brings more than 25 years’ experience to SBS, having also held positions at IPG Mediabrands, […]