ASB Bank recruits UK thespian Brian Blessed for launch of ‘Succeed On’ campaign via Saatchi NZ
ASB Bank, which is owned by CommBank, has launched ‘Succeed On’, a major new campaign via Saatchi & Saatchi New Zealand, starring its new long-term frontman, UK thespian Brian Blessed.
The launch spot, directed by UK-based Traktor with NZ-based Curious Films, will go to air on Sunday.
Blessed is known for his sonorous voice and hearty, king-sized portrayals, having roles in various Shakespeare plays and films, as well as roles in Blackadder and Flash Gordon.
This is Saatchi’s first major campaign for ASB since winning the business from (since defunct) Droga5 back in April last year.
When Droga5 won the business in 2010, it dropped Goldstein, ASB’s long-term character created by former agency Whybin\TBWA.
Says Slade Gill, Saatchi & Saatchi Creative Director: “The first thing Brian Blessed said to me when he arrived in New Zealand was, “I believe in this message. I have lived my life by this message all the way to the top of Mount Everest, and therefore I have endeavoured to memorise every f$#@! line.” The man knew the campaign was bigger than just serving up a wacky character, and that gave all of us immense confidence.”
Says Anna Curzon, ASB’s General Manager for Brand Experience: “In a world of hard work and high expectations, it’s so easy to overlook the daily triumphs. We hope the campaign’s humorous approach will help encourage everyone to focus on celebrating the smaller successes in life because they really do matter. As the saying goes, it’s often about the journey not the destination.”
Agency – Saatchi & Saatchi New Zealand
Antonio Navas – Executive Creative Director
Slade Gill – Creative Director
Brad Collett – Creative Group Head – Art Director
Mike Davison – Head of Art
Nathan Cooper – Creative Director – Digital
Heath Davy – Director of Operations
Emma Taylor-Warne – Creative Services Manager
Jane Oak – Head of Content
Pip Mayne – Agency Producer
Traktor – Director
Richard Ulfvengren – Executive Producer / Traktor
Stu Giles – Producer
NZ Production Company – Curious Films
DOP – John Toon
Production Designer – Neville Stevenson
Tim Mauger – Editor
Music – Peter Van der Flut
Audio Post – Liquid Studios
Haydn Thomsen – Executive Digital Producer
Lorraine Guerin – Senior Digital Producer
Luke Pittar – Senior Digital Creative
Anna Rose Kerr – Digital Creative
Neill McAlpine – Digital Creative
David Hunter – Digital Creative
Matt Skinner – Lead Developer
Ralf Klis – Developer
Jonathan Bardsley – Digital Designer
Paul Gibson – Studio Manager
Jack Wadham – Designer
Murray Streets – Director Of Strategy
Peeyoosh Chandra – Digital Planning Director
Andrew Stephenson – Senior Brand Strategist
Philip O’Neill – Group Head ASB
Fee McLeod – Digital Director
Lynne Hunt – Digital Account Manager
John Maloyd – Digital Account Manager
Michael Wood – Account Director
Liz Jones – Account Manager
8 Comments
indulgent? just a bit. more long winded spots that make no sense. Come on.
Destined to go the same way as Vodafone. Creative that was a nice idea but ultimately gets lost in translation. Overblown, overdone and relying on the common guy knowing who that is. An in-joke fr agency to pat each other on the back, wishing they were making feature films.
Would have been 300% better if the main role had been played by Bane.
I loved the old guy, Well cast !
This is yet more cultural cringe from NZ seeking recognition and endorsement from overseas. Dire.
A bit of a fail for Traktor really.
This is one of thee most embarassing, benial adverts ever. If I was looking for a new bank this ad would make me look elsewhere… it is nuts and irritating.
Got to be the worst ad I have seen for a while.