VIVE LE DIFFERENCE: BANK OF QUEENSLAND DEFEND THEIR LINE IN FULL PAGE ADS WHILE APPLE HAVE BEEN THERE, DONE THAT
February 10 2008, 10:49 am | | 24 Comments
The Bank of Queensland, via agency Clemenger Harvie Edge, Brisbane has had a dig at the Commonwealth Bank’s new ‘Determined to be different’ campaign, taking out full page ads in the weekend papers. The Bank of Queensland line has been ‘Bank Different’ for a number of years.
Although some ad punters would probably agree that the best of the ‘Different’ propositions of recent years is Apple’s ‘Think Different’ campaign which launch in 1997, created by Goodby’s Californian rivals TBWA\Chiat\Day.
24 Comments
sorry, it’s got nothing to do with apple’s campaign except for the word different which another 1000 campaigns have used. nice ad anyway…hah.
Bank Different is a rip off. “Think Different” is grammatically problematic, which is why it was so striking. Also leading me to believe Bank Different is a clear, and weak, copy.
Boy BOQ…you really tore them a new one!
I bet Which bank is quaking in their boots.
Come on…if your are going to fight back…I think the operative word is “FIGHT”
Soooffffft.
Want to know what the cricket public are thinking about Comm Bank ads… look at the forums… about the fourth comment down. http://www.thefanatics.com/forumsvb/showthread.php?t=3929
Not a piece of advertising genius.
But nab sure deserves it.
And more.
Well, I don’t think anyone ever copyrighted the word ‘different’ – it’s been used in claims for as long as there’s been advertising.
Though at least the Bank of Queensland people have included some actual differences in their ad – something the Commbank crowd haven’t caught onto yet.
Oh, but one little tip for the Queenslanders: it’s “different from” not “different to”.
no wonder sandy got the hell out.
Seems the only bank actually doing anything different is St.George.
Their ads have been consistantly shit for about 3 years now. Great product, crap ads.
On a brighter note, my 7 year old nephew loves Justin Drape’s ‘I can do anything’.
It’s kind of like bashing the half-blind, retarded kid in the playground. You may have landed a blow or two but it’s not really a true test of your manhood.
personally i dont care whether ‘different’ has been done once before or a thousand times before in a hundred different ways – the point about the Commbank ‘different’ campaign isn’t that its not original [what is?] its that its so incredibly wrong. and like previous bloggers i cant wait to see how the campaign extends to retailing interest rates and home loans.
9.37 they have already proved to be different… by having a higher interest rate than any other bank last week. Clazy I tells ya.
What about AWARD school? They used THINK DIFFERENT as their strapline 2 years ago. They, quite rightly, copped a beating in the SMH for it. Nobody took responsibility for it.
Such a waste of a great brief.
For the record, Clems didn’t create the Bank Different line for BoQ – Mojo did.
5.03, this is 5.18 am. I stand corrected.
Cheers Sandy 🙂
“9.37 they have already proved to be different… by having a higher interest rate than any other bank last week. Clazy I tells ya.”
Classic situation, man in advertising who has the job of increasing awareness and more importantly sales, is BITCHING that a bank is raising the interest rates following the Reserve Banks quarterly report.
Funnily enough, the rates will probably have to go up again as most business analysts suggested the rate rise to be around .5%.
The spending WE cause drives up inflation. The shit of banking is the easiest way to stop inflation is increase rates. (Or slaughter the entire ad industry in a gun battle).
So quit you’re bitching about a bank doing it’s business, (not that you give a shit about a couple of hundred a month on your salary anyway) and get back to driving up sales/inflation/spendng.
Here endith rant.
Singo got it exactly right.
Why go to the US for this rubbish when there are plenty of shit agencies over here.
So what next?
The marketing team will all be sacked within a month a two.
The campaign will be off air very soon.
I’ll bet a few smart agencies are already getting their presentations together.
And Which Bank will be the winning line.
I’m sure the marketing dept is assuring the nasties at the Bank everything will be alright.
“it will be fine once the whole campaign roles out……it’s just the initial launch ad, don’t worry about people not understanding it yet, that’s normal. Once the new ads hit with the offers, it’ll all be fine and people will love it….I promise, no really I do…”
Pity the Queenslanders didn’t have the goolies to do something good….it’s a nice brand offering.
What’s going on with the quality of work lately? Has the industry gone to shit or what? And where’s all the ‘content’ agencies keep craping on about. Content, content, content. It’s all we hear and yet … there is no ‘content’ … anywhere.
Dear 7.05
The industry hasn’t gone to shit; you’re just talking shit. We make a dozen or so – and that’s being generous – good campaigns and thousands of shit campaigns a year. That’s a predominance of shit. I shit you not.
Yeah … where’s the content? I agree … there’s lots of talk but no action on that front.
I am the walrus
So how many of you CBA customers are going to change banks?