James Magnussen and CommBank Can / Can’t, versus NAB honesty advertising


Just when I thought that this campaign was on-track to deliver justification of the Toni Collette “Can” campaign via press and outdoor, this ad pops up?

Perhaps the budgets of the bank are indeed bottomless.

I get that they sponsor James Magnussen (whatever benefit this brings…), but what is the relevance to banking here or the campaign?

Entertaining perhaps, different certainly, but we were promised that banking would be different with CommBank who “can” deliver for us? This is delivering a swimmer to the Olympics via some larrikin letters?

Surely banking is governed by the same KPI’s as the rest of the marketing world – sales and service levels of satisfaction. Perhaps awareness of this sponsorship was the objective, somewhat confused by “Can” versus the letter “T” (very Sesame Street)

I fail to fully understand where this Can campaign strategy is going. Toni Collette, to rational press and outdoor, to gimmicky support of sponsorship…I’m struggling to see the wood for the trees. I wonder if potential customers are as confused? Banking is serious business and CommBank seem to be taking a very light approach to attract customers purely on emotive values.

If loyalty is a function of trust, I think that the new NAB campaign is doing a better job. Staged stunts perhaps, but I think the mass market majority will come away with the feeling of trust and security that a bank wants to impart. I particularly like the “spelt my name wrong” comment – adding some much needed authenticity after the slightly over done walkie-talkie dialogue:

Oh to have a bank’s budgets…