MLC uncovers relics from the retirement era in latest campaign via Clemenger BBDO, Melbourne
MLC and Clemenger BBDO Melbourne are launching series two of the highly successful Save Retirement platform with ‘The Dig’.
Set in the future, the campaign centres on an archaeological dig. Artefacts from the ‘Retirement Era’ are being uncovered, including a small fishing runabout, a banana lounge and sporting equipment. The head archaeologist is explaining to a colleague that this is “One of the most important digs of this century”.
The campaign builds off the Save Retirement platform MLC launched in 2014, aiming to help reduce the $1 trillion gap that exists in Australians’ retirement savings.
General manager, NAB Wealth Marketing, Rob Harris, says that while the Save Retirement platform is starting to change the way Australians look at their retirement savings, a whitepaper commissioned by MLC recently, shows even middle class Australians are feeling the pinch.
Says Harris: “While some Australians are thinking about their retirement, many haven’t put those plans into action. Even those on $200,000 a year say they are living pay cheque to pay cheque. With half of the population now likely to outlive their retirement savings by up to 13 years, we still have a lot of work to do to ensure every Australian can continue enjoy life in retirement.”
Clemenger BBDO Melbourne creative director Ant Phillips says creating series two was about communicating a serious message in an approachable way.
Says Phillips: “Building on the Save Retirement platform, and continuing the light hearted tone, we wanted to portray what could happen if we continue to ignore the statistics that tell us we aren’t saving enough money to enjoy retirement.”
The mammoth shoot took place in western Sydney and involved five earth moving machines, 1000 tonnes of sand and a 60 hour set build.
The integrated campaign will launch on Sunday through TV, digital, OOH, print and a refreshed website.
Chief Marketing Officer, NAB – Andrew Knott
General Manager, NAB Wealth Marketing – Rob Harris
Head of Brand and Digital, NAB Wealth – Jackie Grundell
Manager, Brand, NAB Wealth – Shini De Silva
Manager, Digital Marketing, NAB Wealth – Silpa Haria
Consultant, Digital Marketing, NAB Wealth Consultant, Brand and Digital, NAB Wealth – Loraine Shields
Consultant, Brand and Digital, NAB Wealth Graduate, Brand and Digital, NAB Wealth – Jackson Richie
Agency – Clemenger BBDO, Melbourne
Creative Chairman – James McGrath
Executive Creative Director – Ant Keogh
Creative Director – Richard Williams
Creative Director – Anthony Phillips
Executive Producer – Sonia von Bibra
Senior Producer (TV) – Lisa Moro
Senior Producer (Print) – Michael Travers
Head of Interactive Production – Christian Russell
Senior Producer (Digital) – Nathan van der Byl
Producer (Digital) – Charlotte Abroms
Managing Partner – Lee Simpson
Senior Account Director – Rhys Arnott
Digital Account Manager – Navin Arunasalam
Account Manager – Alex Mleczko
Senior Planner – Matthew Kingston
Production Company – Revolver
Director, Revolver – Steve Rogers
Executive Producer, Revolver – Pip Smart
DOP – Peter James
Production Designer – Steven Jones Evans
Editor – Alexandre de Franceschi
Colourist – Ben Eagleton
Online Artist – Soren Dyne
Post Production Company – The Editors
Music Composer, C-Zee Music – Cezary Skubiszewski
Sound Engineer, Flagstaff Studios – Pau LeCouteur
12 Comments
Four seconds in, there’s Clems signature the chubby bearded bloke.
Nice.
Sure. It’s a TVC. An ok TVC. Not bad, not great. Couldn’t you do so much more with a comms platform like Save Retirement?
I snorted in laughter when I first saw this and that’s pretty rare with me and ads.
Good stuff guys. Keep up the chubby bearded bloke too – it obviously works.
Powerful and funny at the same time – nice one, guys.
That was a potentially great script. Very average execution though. Didn’t laugh unfortunately. Maybe should have rewatched Jurassic Park as homework…
About 45 seconds too long.
One of the most offensive bank ads I’ve seen in awhile
If you know what a golfer is then you must know that it’s a club. it creates a disconnect for me.
What is a fly doing in an ad that is not for fly spray?
I agree about the golf club, but it is a woman after all.
Forget the chubby guy who is the milf?
Looks like the famous Pepsi commercial called Archeology.
Coincidence I’m sure.