Commonwealth Bank launches ‘When we believe, we can’ brand campaign via M&C Saatchi, Sydney
CB Exclusive – M&C Saatchi, Sydney has launched a new brand campaign for the Commonwealth Bank, titled ‘When we believe, we can’.
The idea: When we were young, anything was possible. We were filled with self-belief. We were filled with the spirit of Can. We can still be anything we want to be. All we have to do is to is realise that spirit is still within us. Because when we were young we believed we could. And it’s never too late to believe we can.
The campaign, which launched last night, is the first for the bank under the creative leadership of Andy DiLallo, who was appointed chief creative officer back in April.
The spot was created by Andy Flemming, Christy Peacock and Michael Andrews, and directed by Hamish Rothwell via Goodoil.
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Chief Creative Officer
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Other credits
Managing Partner: Mim Haysom
Group Strategy Director: Kate Smithers
Strategy Director: Alexander Roper
Costume Stylist: Shani Gyde
Media: UM
29 Comments
Wow.
Just.
Wow.
Now that’s good.
Hey, bank advertising is hard. At least they’re trying.
The kind of work this country’s been missing for years.
Congrats to all involved.
Telecom New Zealand from Saatchi & Saatchi.
But this has been done better.
but nicely executed.
better than the ode to Can launch spot.
amazeballs well done
Fresh execution but not a fresh idea.
Kids acting like adults has been done a million times. Especially for a bank.
If only all bank ads could be this good.
Puts all the rest to shame.
Flemming. So handsome, so talented.
Nice one, Flemming.
Beautiful but unoriginal.
Craft award magnet.
Onya.
Hope the producers of Bugsy Malone are getting a cut of this – https://www.youtube.com/watch?v=w1FgpBxXho4
To give credit where credits due…. Great job Christie (and Flemming)
@New Zealand said
Telecom NZ uses kids.
So what?
Loads of brands use kids.
Kids are not an idea.
They’re not an execution.
They’re a vehicle/device/prop.
It’s the idea that’s brought to life WITH kids that matters.
These are basic distinctions taught in ad school.
Go back.
The idea? The idea seems to have been to rip off a famous scene from an old and presumed forgotten film. A bit of a stretch to say this spot was ‘created’ by anyone other than the producers of the classic kid’s movie ‘Bugsy Malone’. The agency should have called it a homage or something…
https://www.youtube.com/watch?v=w1FgpBxXho4
The original song went on to say… “but we’re bad guys”. There’d be more truth in that. Nice budget though!
I like it… quite a bit actually
I wish my bank did decent advertising (I’m looking at you TBWA Melbourne)
Well done all. I love it.
Readers familiar with my work who saw a complimentary appraisal under the pseudonym ‘Old CD guy’ earlier might have been surprised and shocked to learn that I deem this spot worthy of praise.
It wasn’t me.
I don’t.
Tremendous waste of the song. Alan Parker would have done it better.
I don’t know who’s been posting on my behalf but I’m pretty cranky about it. I must have dozed off this arvo after having my Lean Cuisine and a little tipple of sherry, and by the time I woke up, not one but two imposters have ‘posted’ (I haven’t lost it…) using my name. I’m quite vigilant about the use of my moniker, so please refrain would you?
Or maybe it was me after all and I’ve just forgotten? Like the time I put the money out for the milkman because I forgot they discontinued home delivery in 1978? Sometimes I get so confused.
By the way can anyone give me a hand? I’ve fallen and I can’t get up – and the cat is currently rubbing its anus across my face.
Also, anyone need a freelancer?
The music is killer in this. This is a damn fine piece of work on every level – the kind of work that I would want my name on. And I bet there isn’t a creative worth their weight in this country that wouldn’t want the same. Bravo.
@Not from the agency but….
How is showing kids who dream of doing adult things an idea?
Please humour me? How has this old adage not been done a gazillion times?
It’s a wonderfully crafted execution and that’s where it stops.
You must be from the agency.
awesome, love it
I’ll take that cat of your hands Ol CD matey.
Don’t mind a choc starfish.
Super done idea. Nothing new in it except for the great big shiny budget.
I like it.
and beautiful.
Nice work Hamish and Sam. Looks great.