NAB launches new ‘Hidden Abilities’ credit card campaign via Clemenger BBDO Melbourne

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The Yelp.jpgNAB and Clemenger BBDO Melbourne are launching ‘Hidden Abilities’, the first ad in a long-term campaign promoting NAB’s line of credit cards.

Says Waldin Jones, head of credit cards and personal loans marketing, NAB: “While most people think of credit cards merely as an easy way to pay for things, NAB’s campaign focuses on the fact that credit cards with added features can actually do a whole lot more. Like offer travel insurance, a 24-hour concierge and points toward your next holiday.”

The ads aim to communicate these hidden credit card abilities with a simple comparison: The feeling you get when you discover everything your card lets you do, and the feeling you get when discovering your own hidden ability.

Each ad features someone humorously discovering an ability they never knew about. In the launch spot, The Yelp, a man who gets startled by a mouse lets out a yelp, but then realises mid-yelp that he is actually an incredible singer.

In focusing on these hidden abilities, the campaign encourages people to expect more from their credit cards by discovering the added benefits, in addition to making transactions.

The campaign will roll out with multiple executions over the next 12 months. The Yelp will launch on TV and digital, with a second execution to launch in a few weeks’ time.

Client: NAB

GM NAB Brand & Product Marketing Michael Nearhos

Head of Credit Cards and Personal Loans Marketing: Waldin Jones

Marketing Manager, Cards & Personal Loans: Clodagh Denley  

Marketing Consultant, Credit Cards & Personal Loans: Racquel D’Souza

Analyst, Cards & PLs Marketing: Katherine Venus

Consultant, Brand Communications: Andrew Parker

Brand Identity Consultant: Minh Tang

Agency: Clemenger BBDO Melbourne

Creative Chairman: James McGrath

Creative Director: Rohan Lancaster

Creative Director: Darren Pitt

Senior Creative: Jim Robbins

Senior Creative: Luke Thompson

Managing Partner: Lee Simpson

Group Communications Director: Ben Knighton

Senior Account Director: Rhys Arnott

Account Manager: Michelle Grigg

Senior Producer: Karolina Bozajkovska

Senior Planner: Sam Mackisack

PRODUCTION

Director: Brian Aldrich

Production Company: Finch Company

Producer: Catherine Anderson

Executive Producer: Corey Esse

Post Production: The Butchery (Michael J. Lutman) / The Refinery (Eugene Richards)

Sound: Flagstaff (Paul Le Coutier)