I think the big problem is that if you look at Budget and Jack, both ads communicate a benefit for the punter.
The Comm bank ad is all about how an american agency has no idea about australia. 'Different', but so what? What's in it for the customer?
The ASB in NZ used the American angle for their campaign, but it was all about highlighting why the bank was so good. Using the Americans lack of understanding of NZ to highlight that.

Haven't seen any trace of that with Comm bank. Maybe it's coming.

On the bright side, those Koalas in the dune buggies would make great giveaways for the kids.

I dont care whether its original. I dont care whether its funny, good or different.
I care that Its simply based on a flawed strategy of the comm bank wanting to be different. The Bunnings of Banks would be a better positioning for a bank our forefathers specifically founded to serve all Australians. Leave different to Bank of Queensland or ING.

95% percent of you who have commented on the Comm bank work have made advertising sound like the most complicated job on the planet and your all so far from it. It's simple, it's meant to be entertaining good or bad, it's not a fucking phcycological exam at uni we all have to answer correctly in order to move forward. Why do you all need an answer. Do you honestly believe that every Australian is going to start withdrawing their money tomorrow because of an ad. No they'll probably sit at home and go hmmm that was weird, I like it, I hate it, I don't get it or it feels like theres more to come and in the end it creates conversation like right at this very minute which intern does the complete opposite. You are all trying to justify the fact that an Agency like Goodby's has to do something groundbreaking, interesting, challenging etc etc. Can any of you tell me what that is...probably not, so get over yourselves and stop trying to analyse every split second of an ad to prove to yourself that's its bad..it's not it's a piece of entertainment to the consumer, not a line, strategy, or positioning.

6:49am, a Goodby planner I presume? Or in the Comm Bank marketing dept? Either way, If I was you, I'd be looking for another job today before they start looking for someone to blame for what is looming as one of the most expensive marketing disasters in Australian advertising history (joining the other Commonwealth Bank marketing disasters - remember Lintas, 360, STW Village? - since they dumped Saatchi's highly effective and popular 'Which Bank?' campaign in the early 90s - a campaign that was so strong, people today, 15 years later, still associate Comm Bank with Which Bank?).

6.29

I agree with you in part as advertising should be entertaining and create conversation, (which this ad is obviously doing) but at the end of the day if a client just wants to entertain why have an ad agency at all, why not let a comedian to write the ad...?

Sure an ad should entertain, be memorable and have talk value but if it's not clearly communicating a core message, strategy, line or positioning, it's not an ad. This ad communicates something about being different...?

So what...?

Apart from it being one of the first strategies you ever think of as a creative, it's not telling me anything about the bank or why i should bank there, that's where it misses the point of advertising. Look at NAB, that's funny and entertaining but you also understand what it's saying, rather than leaving everyone wondering what the fuck it's all about.

Call me Mr Picky but aren't we supposed to sell products, brands and save the world...?

Wow, jack in the box did an ad where they pulled out of a TV?... that rocks my world... Next thing you're gonna tell me is more than one brand has used a celebrity in an ad... or, oh my God... there is more than one ad ever made that has singing and dancing in it... The sleuths around here better get on top of that!

I also think the camera technique, specifically the eighteenth shot, is a rip off of an old Tom Selleck film.

It seems astounding that the brief is getting pulled apart. Does that mean all of you hate KFC ads, because their strategy is to get more people to eat their garbage.

Listen to yourselves. The hating is getting a little unhealthy, all around. I'm not even a little sad I left AU for NY.

The only people interested in seeing ads about making ads are people in the ad business - The great unwashed out there already know we're a bunch of self indulgent tossers.

8:42

If you seriously think that the average punter understands the NAB work, then you are mistaken.

May I summarise the situation to date:
The bank chose an American agency. We dont like it but most calm heads accept it; besides, no-one ever complains when Aussie agencies and production companies get work from clients off-shore.
The banks marketing director starts telling the world he did it because he wants breakthrough advertising [or similar cliche]. We all sit back and wait expecting something great because we have a high regard for Goodbys. Then we see the work.
Its not breakthrough. Its not category defining. Its not what we either hoped or feared Goodbys would produce. Its shit, totally inappropriate for the bank; and no amount of 'at least people are talking about it/ its entertainment' type rubbish will ever change the fact that it is total shit.
It will see about as much airtime as 'NAB's Big Ad', but the marketing director will proudly announce the ad achieved its objectives before moving on to stage 2 of the campaign - which in case any of us forget - was always the banks intention anyway!
In the meantime the Comm Bank's senior management will soon tire of the countless complaints/criticisms/jokes from their industry and business friends and slowly [but ever so quietly] kill this campaign off.
And 12 months from now, we'll all be wondering what ever happened to the campaign and the person who approved it.

7:56

As if a planner would spell that badly. It's obviously an art director.

I guess you could call it the old "marketing mishaps" gag. But with a new, international twist. I'm actually interested to see where it goes. Sorry.

So many words wasted.

Here is all that matters.

1. It's not original.

2. (So far) it's not funny. But it may well turn out to be.

Errrr, That's it.

the similarity with Jack and Budget is spurious. that said this is an expensive looking ad for something that seems intended just to set up an idea / cast of characters. i guess the product stuff will come but the question is can we have an ongoing series in this day and age or is that particular definition of a "campaign" dead?

the public are definitely not too stupid to understand how an advertising agency works - it's not really that complicated - but will they warm to the characters and care?

if it's meant to be a "sitcom" then i reckon we'll need to wait a few episodes to know if we really want to tune in (who ever fell in love with a sitcom after just the pilot?)

"you liiike" is sure to become a school ground catch phrase.

Which Bank has fucked up appointing an American agency? Which bank's marketing director should be fired?

ad agency doesn't undertstand client (insert laugh here)...so boring, so unoriginal, so up it's own ass, and so NOT different, I feel more stupid just for watching it.

If they are comparing it to Seinfeld I guess they have succeeded...it IS an ad about nothing

What a load of shite. Shame on Goodby and the local marketing team. Except for actually having Michael Bay. That was pretty cool.

On a semi-related note, I have a question about the latest Energy Australia TVC featuring giant people. The message is 'leave less of a footprint on the Earth'. So why did they fly in a dirty great carbon-belching aeroplane to Auckland to shoot the ad? Talk about not practicing what you preach.

It's not original, but the killer is that the positioning is completely unrealistic and unsustainable for the brand.

There is no way on god's fucking earth that the comm bank is going to prove to us punters that it's genuinely different from the other banks. no fucking way, just can't happen.

So the campaign thought is invalid, and the advertising (to date) is seen-that territory.

here's a thought commbank:
when the RBA raise the base rate, be the only bank NOT to pass it on to the consumer. Cut your interest rate on credit cards from the arse-raping 17% to something a little less savage. Do shit like this, instead of shit like the ad above, and maybe people will believe you.

What we have learnt in the last few months is that great Australian agencies and great US agencies are equally capable of pissing a bank's money up against the wall. NAB is crap. Commbank is crap. The door is open for a bank - any bank - to do a campaign that talks to the audience about things they want to hear. It's allowed to be entertaining, funny even - but it has to be relevant. Clems and Goodby have both failed big time.

“…the public are definitely not too stupid to understand how an advertising agency works…�

Um…

So, 8.18, does your agency work like the one in the Commbank ad?

Does it shoot multi-million dollar TVCs without script approval?

With a Hollywood director who pitches in his own money?

That’s not like any agency I’ve ever been associated with. Maybe I should get out more.

No, the public aren’t stupid. That’s why they’ll know this ad is a total crock.

"you liiike" ?? ha - Puk you..

What is effective advertising - the age old question.

Creatives have a different view to management and somehow we are all supposed to meet in the middle and still create something groundbreaking and entertaining - that sells the product (or do we forget that? Quite frankly we need to realise this instead of focusing on making art if we're to be successful, but that's another story.).

As an ad professional I was disgusted to hear that our "Australian" bank must have been so incompetent when it came to briefs they went off shore to find another agency to blame for "bad work" rather than to look internally (isn't that always the way). Now we finally see the ad the plot thickens.

As a current CommBank customer I see a big budget ad made by stupid Americans and wonder why my monthly fees have just increased. I'm now inclined to switch for sure.

At least the handful of banks that are actually Australian and support Australian business now have their own point of difference - that more often than not will mean something to the people spending money.

Yep, I reckon 8:18 has the correct perspective. Hopefully it's just the start.

Let's be a bit patient kiddies.

I didn't think it would be possible to trump NAB's 'Carlton Overdraft' crap but by God Goodby I think you've done it.

Determined to be fatuous, self-indulgent, lazy and embarassing? Mission accomplished.

Relax, ad people. Be calm. Nothing is changing. You all get to keep your jobs. The Commbank people keep theirs. The world at large, Joe consumer and Jane Shareholder couldn't give a toss. They went to the toilet and made tea while the ad was on. CBA shares were down 2% today, with the All Ords down 2.2% - i.e: the millions of people that define CBAs global and local position with real money, employment and economics thought this somewhat lame spot was... well... um... actually, they didn't even think about it. So, back to your computers, ad people! Man the phones! The boss might be on the line soon with something big! In the meantime focus on your Shrek 3 Kelloggs Coke Lime Charity POS piece. Gotta get that thing in for Cannes!

Nice of the Bank to indulge the agency to such an extent.

Horrible rubbish.

Which the consumer will not understand or appreciate or like.

It is possible to make creative, and effective ads which the consumer responds positively to.

Can someone please do it?

The difference between the Budget work and the CBA work is I wish I'd made the Budget campaign.

Hi, I've got nothing to do with the advertising industry - I'm a plumber. I stumbled across your blog accidentally, and I've got to say I can't believe what I've read here - I've never seen a more bitter bunch of vicious hacks gathered in one place in my life. This kind of stuff simply doesn't exist in my industry blog. We might make some smart-arsed remark about someone's ball-cock, or their 'pipe', and that's as far as it goes. You people are unbelievable what with your personal attacks and everything. Anyway now that I'm here I might as well put my two cents worth in, as an ordinary man on the street, or in the drain in my case, and say I think that the Commonwealth Bank ad is shit. And I've seen a lot of shit, so I know shit. And this is shit. Shitty shit. A very shitty sort of shitty shit. The shittiest shit of all.

Aside from highlighting mainstream US ignorance of Australian identity, what this ad does achieve quite well is an effective dramatision of the importance of getting script approval before shooting the final ad.

That's a Shrek 3 Kelloggs Coke Lime Carbon Neutral Charity POS piece I'll have you know!

Saatchi's built a brand, 360 couldn't work with a brand and the yanks are taking the piss out of the brand.
ComBank...shame, shame, shame

LOL - anyone would think these guys actually wanted to hear what you had to say. hey, they might have hired you, if they'd wanted that. you're playing right into their hands and talking about this stuff.

6.44 is plumber.

Sure, we all believe that.

Just stumbled onto this blog.

The only leak he'd know about is the one he's (badly) attempting to have on people in here.

And such an original choice of trades too!

Though I suppose we should be glad he didn't go for the even more cliched nun or priest.

I wonder what the client said when they saw it.

Campaign Grief.

Look you’re giving aussies a bad name. For such a supposed country of friendly people I’ve never met such a gang of bitches. Yep it aint great, but why can’t we just let it be. Even good work on this site get slated. Why can't we get on with what we're doing and aim to do good work ourselves rather than constantly looking over the fence.

Well, 12.21, I actually am a nun who accidentally stumbled into this blog, and I don't like the Commonwealth Bank ad either.

Did I mention that I used to be a priest before the accident?

(I suspect something similar will happen to the Commbank marketing people.)

And I'm pervert who stumbled across this blog whilst looking for men's briefs. Shut up all you pansies. This is a blog. It's a place where we can rave or rip into advertising albeit anonymously. We all have choices. We can choose to read this blog or we can choose to read not too. The main point taken from the 30 odd comments from nuns and plumbers is that the new Commbank work is shite. Absolute shite. The markeing dept should be fired. Goodby's should be fired. And then we can all move on with our lives. Anyone know where I can get some underwear?

well the comments section for this campaign certainly isn't brief

hopefully this campaign will be brief

I do think it's good that banks are the new beer companies. the more companies out there willing to throw down the cash for Michael Bay the better. that said, i hate ads about ads. it'll be talked about, but not loved.

I agree. Ads about ads are always crap. Even the ones mentioned here that won awards. They're still crap.

whatever comm bank or the agency say about it being different and all the rest, it just doesn't work. not funny at all.

Just as jazz went through the hateful period of jazz for jazz musicians, the australian advertising industry is going through and 'ad for ad industry' stage. Clarification, are any of these comments made by the people they're pitching to? Doubt it. The criticisms displayed here only reinforce the fact that this insular industry and Campaign Grief (good one mr or mrs anonymous) are completely out of touch with the customer base they are paid to solicit. Take a step back, a deep breath and hold it indefinitely is my advice.

Maybe it's a way of deflating all the other banks overclaiming advertising?
Maybe it's a disruption?
Maybe its irritating stimulus to have people watch all future Combank advertising?
Maybe, we'll see?
Meanwhile will the interjecting planner, who may be slightly biased, stop infiltrating
this essential but introverted debate.

I enjoy reading personal attacks.

I like honest, negative opinions and scathing, critical reviews about anything.

And now I'm thinking about it, quite frankly, the nastier and more acidic the harder I laugh.

I don't mind the medium. Blogs, tv, e-mail and toilet walls are all fine.

I also like and respect the majority of advertising people I've worked with in Australia because we work hard to create something that we're proud of. Oh and it usually works.

That's why I'm surprised with the quality of writing on this blog. You know, I can really appreciate the words 'shite', 'fucking' and even the occasional 'arse wipe' is great...but from everyone? I feel like I'm in one of those boring dunnies that have at least fifteen, "Bazza, Wayne and Troy woz 'ere", comments. There seem to be no..."For a good time call...." pearlers.

I know, let's invite Ruth Ritchie as a guest blogger. Then we'll have a real laugh at clever, bitchy, entertaining negativity. Maybe she could lecture some up and coming writers and art directors on how to be entertaining whilst harpooning your victim?

Oh but maybe she's too busy. Didn't she leave advertising for some, big gig that's published regularly and loved by lots of Aussie's?

Come to think of it...where have most of the clever, nice ones gone???

This is a public forum. At the moment it's an international forum. It's a chance to make a clever statement and get your writing style noticed.

Australian advertising is a brand. We're recognised internationally for our occasional glimpses of brilliance.

Unfortunately the cumulative effect of most of these comments sends a very clear brand message. We're thick.

Pity.

Stay Clever.

I wish all this energy would go into producing better stuff here.
Get over it, it's a crap campaign.
But people living in glass houses are best avoiding throwing stones!

I'm not quite sure that "I liiiiiiiike" it yet either but you guys on the other side of the ditch had better pull yourselves together or we'll start getting a bit more work here. The new ad from CommBank bears ZERO resemblance from the ASB work (with the expection of having an American in it) which I have worked on and has been a huge hit for the last 9 years. But this stuff from CommBank is NOTHING like it. Time will tell if it works. But anything having a laugh at you Aussies is fine by me - bro!

9:23 misses the point. The glass house analogy would be fine except for one little problem - its the Commbank who threw the first stone with their outrageous claims

Hmmm, our industry is constantly trying to dispel the negative public image that "we're just a bunch of wankers", so we run an ad that shows "the ad men" as a bunch of out-of-touch, cashed up wankers. Good one!

Hell, why not rub more salt in the wound by making all clients out to be emotionless robots with sticks up their arses, and maybe you could spend a packet getting some "who was that?" celebrity to utter some non-essential lines and make a bunch of other in-jokes that only industry would understand (read: cringe at). Oh wait, you already did.

Proof once again that bigger budget does not mean better ideas.

Holy shit you people have actually managed to convince yourselves that anyone outside of this festering cesspit of an industry actually cares. Well done! That kind of self-delusion can get you through an entire career of spending 60 hours a week doing something that means nothing to no-one AND you'll successfully convince yourself that it matters.
Nice way to spend a life and the brains that most of you have.

3:48, are you referring to the CommBank campaign, or this message board? Ironically, what you are saying applies to both.

Well whether the plumber up above is really a plumber or not, I've heard from more than a dozen or so plumbers, lawyers, bankers (and a few wankers), and they've all been completely and utterly unanimous in their opinion of the new ad.

It's crap. As the ordinary bloke on the street and they'll agree. It's crap.

As for being targeted to a media savvy audience (Goodby's response), um exactly how many media savvy individuals in Australia are there? Seems like a rather small target audience to go for if you ask me.

1:09 - spot on. I did actually mean the industry in general but it does apply to both.

I'm a nun and I'm appalled at the language on this blog. You cunts need to wash your mouths out with fucking soap and fucking holy water.

You're all nuts. Of course the target are media savvy. It's not a hard ad to understand.