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.