NAB tells Aussies to ‘take a leap’ in latest home loans campaign via Clemenger BBDO, Melbourne
Clemenger BBDO Melbourne and National Australia Bank have launched a new home loans campaign.
Called ‘Journey’, the campaign sets NAB up as the bank who understands the full home ownership journey, including the big moments of truth, or leaps, a customer makes.
Clemenger BBDO Melbourne creative director Rohan Lancaster says the shoot was a journey in itself and director Steve Ayson of the Sweet Shop and his crew rose to the challenges nature threw at them.
Says Lancaster: “Despite it raining for the first time in eleven years on the dry, dusty desert (that we really needed to be dry and dusty) where the shoot took place, the team was still able to capture the excitement and tension that people feel before they make the biggest purchase of their life.”
The campaign will roll out over the next few weeks. As well as TV, it includes digital, social, OOH, press and in-branch executions. It also includes an internal NAB campaign, aimed at the bank’s 44,000 employees.
NAB
Chief Marketing Officer: Andrew Knott
GM, Brand & Product Marketing: Michael Nearhos
Head of Marketing, Home Loans: Laura Wilson
Head of Brand: Faycal Ben Abdellaziz
Manager, Home Loan Marketing: Vanessa Bede
Manager, Home Loan Digital Marketing: Matthew Wickham
Consultant, Home Loan Marketing: Lachlan Davidson
Consultant, Home Loan Marketing: Amelia Havlik
Consultant, Digital Marketing: Nadine Mannering
Agency: Clemenger BBDO, Melbourne
ECD: Ant Keogh
Creative Directors: Rohan Lancaster, Luke Thompson and Darren Pitt
Art Director: Russel Fox
Copywriter: Richard Shaw
Strategic Planner: Sam Mackisack
Managing Partner: Lee Simpson
Group Account Directors: Ben Knighton and Harriet Sinclair
Account Director: Celeste Baer
Account Manager: Harrison Webster
Senior Account Manager: Bianca Shah
Agency Producer – Print: Craig Bulman
Executive Producer: Sonia von Bibra
Digital Producers: Allan Ngo and Gita Chetty
Production
Director: Steve Ayson
DOP/Cinematographer: Robert Humphreys
Executive Producer: Edward Pontifex
Producer: Cindy Kavanagh
Managing Partner: Wilf Sweetland
Production Company: The Sweet Shop
Editor: Simon Price, ARC
Designer: Lucinda Thompson
Music Track & Artist – Tidings – Ryan Downey
Music Production Company: Level Two Music
Photographer: Stephen Langdon
Post Production Company: Alt.VFX, Jesse Bradstreet / Method, Edel Rafferty
Sound Designer/Engineer: Paul LeCouter
Sound House: Flagstaff
Visual Effects: Alt.VFX
52 Comments
A fresh twist on a stale old brief. Nice one.
Love it
really nice stuff.
Lovely spot. And the talent even looks like the copywriter!
Quite like it. Refreshingly different for the category.
Corny pun. Journey…geddit????
Really nice. Well done guys.
Faith in Australian advertising restored.
Really like this. Very different to everyone else in market. Nice!
Love a good pun.
Nice work
Can’t wait to see the 15″
Nice one Cat in the Hat.
Quality work from all involved. Well done.
Change of pace, it’s good.
Good stuff
Well done, lads. Nailed it.
Classic Clems astroturf.
Nice enough spot, but let’s take it easy on the gushing from St Kilda Rd.
Couldn’t agree more.
Clemenger work on NAB has been really average for a while now and this Is more of the same
Nice one Rich. Why did you cast yourself, or did the client demand it?
It is a rather good analogy for overcommitting oneself. Appropriate for a home loan commercial.
NAB might want to check their retainer. Looks a little too top-heavy from where I’m sitting.
That’s a lot of people being involved in so-so work.
3 CDs? Honestly?
nice spot. simple. maybe one too many word tricks – journey. leap. land. but nicely done and good track – L2.
Now folks, this is how it’s done. Simple, nice and very clever.
yeah right… wow.
Nice to see some clients are still trying to elevate advertising somewhere special, memorable, engaging.
… your own hype.
Kool-Aid being downed by the bucket at Clems.
I like this. Yeah there’s a pun or two tying it all together, but it’s fresh & very watchable.
At least they’re trying to do something interesting. Don’t love it though. Feels very familiar for some reason.
involving. Beautifully shot. And a simple idea. And, excuse me, a great pun.
They want their art cars back.
To me it looks like you’re leaping from one shoe box to another. But if that’s how you live in Melb….
Mad Max: Home Loan Road
Not Volvo trucks. Not by a long leap.
Looks beautiful. Tick.
Not covered in manifesto voice over. Tick.
Great soundtrack. Tick.
Simple idea. Tick.
Seamless. Tick.
One idea, not a montage. Tick.
Compare this to every other ad that’s come out in Australia this year – and name a better TVC.
Whether this satisfies ‘Global Jury’, ‘George Milling Over’ or ‘Don’t stop believing’ doesn’t really bother me. Even if they are awesomely awarded ECDs from totally rad-cool agencies.
What matters is a bank bought this. I hope it works its socks off and makes them a lot of money, so other clients go ‘I want an ad as simple and beautiful as that NAB ad’.
Because advertising would be a shit-tonne better without the ugly, manifesto driven complicated montages with horrible sound tracks we see about the place these days.
NAB, where your mortgage feels like careening through the desert in a broken caravan pulling Jackass-style shit.
Best analogy ever!
@Just – Perhaps you were thinking of the Subaru carwash spot as it had a similar ‘odd building making its way across the desert’ thing going on.
https://www.youtube.com/watch?v=Ls0grW7LmiU
LOL
Perfect analogy
@ticks
Thanks for confirming the arrow hit its mark
@Just – Perhaps you were thinking of the Subaru carwash spot as it had a similar ‘odd building making its way across the desert’ thing going on.
https://www.youtube.com/watch?v=Ls0grW7LmiU
Mnm. “Take a running jump” Interesting strategy for mortgage applicants.
@Global Jury
Fairly sure I know who you are, but more importantly I know what you are.
Thank you immeasurably.
Who is the actress in this ad? She looks familiar.
The male actor in this ad looks like the guy who murdered Daniel Morecombe
It gives me the creeps
It should be pulled
Creepy hillbilly stalker squatting in random busted houses. Unusual message, but full marks to the ad guy who got this steaming pile over the line!
I hate this ad so much I had to find out where it came from. I thought it was American because it just lays it on too thick. The guy looks like he’s on drugs and the girl looks like his sister. And the stunt and set are so distracting that you don’t listen to the message.
Great ad, great music and great idea.
Love the ad. That’s really innovative and original.
I also think that the male looks like the guy who killed Daniel Morcombe.
I hate this ad every time it creeps me out! Yes they do look like the stalker and his sister!
i’ve seen this actress in other things and she’s really bad. really wooden acting, but acts like the world owes her something.