While the majority of the advertising industry hated it, the general public seems to have embraced the Commonwealth Bank’s new US created ad campaign, according to a survey conducted for B&T.
Comm Banks’ advertising was voted the best out of nine banks surveyed, with just under a quarter, 24.57% of the 35,065 respondents voting in favour of it.
The survey from EmailCash.com.au, Australia’s largest online research panel and part of the Permission Corp Group, was carried out from 8 February, thirteen days after Comm Bank’s ad went to air.
The controversial ad which features the work of a fictitious US ad agency and includes references to Mad Max and Crocodile Dundee, was a clear winner when people were asked the question: “Which of the following banks do you think has the best advertising?”
ANZ’s advertising was second, favoured by 12.19% of respondents, followed by
St George at 7.4%, NAB at 5.22%, Westpac at 5.06%, Bendigo Bank, 3.76%, BankWest, 3.7% and Bank of Queensland at 2.47%. SunCorp came in last at 2.46%.
The result will provide a boost for Comm Bank’s head of marketing, Mark Buckman, who made the decision to move the bank’s main advertising duties out of Australia, handing it to San Francisco-based agency Goodby Silverstein & Partners.
The series of ads have come under fire from the creative community, including industry veteran John Singleton, who labelled the campaign “obscene” and a “waste of money”.
