I was watching the first game of the AFL last night. Nice to get a footy fix again after such a long drought.
Usually during the game you’re bombarded by a range of adverts, none of which are entertaining enough to distract you from the conversation with your mates or the Thai food your eating. But last night was different.
To my surprise an advert grabbed my attention. And of all advertisers, it was a bank.
The latest National Australia Bank adverts, ‘We’ve just broken up with the other banks,’ is not only original, it’s entertaining. Everyone in the room watched as a trio of singing waiters sang to a bank of bank executives that they were dumped. A novel advertising approach for a bank.
The campaign which was launched ironically on the 14th of February, Valentine’s Day and features a range of adverts which names the other 3 major Australia banks directly. The website gives you the whole story about the reasons behind the breakup and even the ‘Dear John’ letter to the other banks and has a link you can click if you want to break up with your bank too.
In stores there are signs saying something along the lines of, ‘We’ve just broken up with the other banks. Be kind to them.’ In Melbourne NAB had a man playing the piano with a sign about the break up playing the song, ‘I would do anything for love, but I won’t do that.’ The campaign is also supported by an extensive outdoor campaign.
While the novelty might not last, it is certainly refreshing to see one of the big four banks take a fresh approach to advertising in the banking sector. Nice one NAB, thanks for keeping it fresh.