NAB launches new ‘Hidden Abilities’ credit card campaign via Clemenger BBDO Melbourne
NAB 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)
13 Comments
A funny bank ad…how novel.
I LOL’ed. I don’t do that often.
Hidden abilities.
Hidden agenda.
Hidden fees.
Not great language for a bank to adopt. However it’s good creative for the credit card category, even with the Clemenger house funny fat guy formula.
‘bit of a leap for not much isn’t it?
It’s like they wheeled out the Carlton Draught formula for a bank ad.
It’s not shit. That’s a win these days.
Funny indeed, but inspired I suspect by the viral video of the bloke who fell off a gym treadmill and then realising he’s being observed by a hot chick starts to do push-ups. Perhaps that’ll be the next spot in the campaign. Too cynical?
Do Clems ever do ads without a fat guy playing the fool?????
Same old Clems formula.Another fat bloke and another tenuous connection to the product.
Seriously off the boil these guys.
That’s already been turned into an ad.
https://www.youtube.com/watch?v=nMBaVlM4Go0
https://www.youtube.com/watch?v=nMBaVlM4Go0
This is ace. I lol’d out loud. Well done lads.
Our job is firstly to get people’s attention, secondly make them remember the brand and thirdly, if it exists, deliver the product benefit.
This does the first two really well, so well done.
Hi I was wondering about the guy that sings in the hidden abilities ad he has an awesome voice and Mum and I were wondering if he ha done anything musically like youtube or CD’s?