The Co-operative Bank says ‘don’t blame your bank for biting’ in new campaign via Y&R NZ
If you choose to keep giant carnivorous reptiles as pets, you’ve only got yourself to blame when they bite the hand that feeds them – likewise with your choice of bank. That’s the message in The Co-operative Bank’s hilarious new campaign via Y&R NZ which stars Brian the salt water crocodile and Jeff the giant pet python wreaking havoc in their owners’ homes.
Says Bruce McLachlan, CEO, The Co-operative Bank: “We’re not blaming other banks for taking profits from their customers to feed their major shareholders. It’s just in their nature. But The Co-operative Bank isn’t like other banks. We’re the only one to share our profits with our customers; it’s central to who we are and what we stand for. We’re just getting bolder about how we tell people.”
With the tagline ‘Change banking for good’ the new campaign, created by Y&R NZ, launches a new platform for The Co-operative Bank, establishing it as the challenger brand in banking.
Says McLachlan: “It’s a call to action for people that the choice is theirs, highlighting that The Co-operative Bank is different to other banks. We are changing banking for the better through our beliefs. As for Brian the crocodile and Jeff the python, well I’m not sure if their kind will be able to change any time soon.”
The campaign was directed by Nick Ball from Finch, with the animation and post-production created by the talented individuals at Blockhead. The TV campaign will initally be supported through the bank’s owned channels – branch, digital, mobile and social.
Says Gavin Siakimotu and Guy Denniston, creative directors, Y&R NZ: “In the banking industry, The Co-operative Bank are the good guys. Their customers love them, but not enough Kiwis know about them and why they’re different. We needed to do something to get them noticed. And full credit goes to the team at Co-op Bank for pushing for an idea that will do just that.”
The Co-operative Bank
GM Marketing & Online: Grant Jennings
Marketing Strategy & Communications Manager: Anna Aitchison
Y&R NZ
CCO/CEO: Josh Moore
Creative Directors: Guy Denniston & Gavin Siakimotu
Head of Design: Musonda Katongo
Head of Motion Graphics: Michael Frogley
Senior Producers: Liz Rosby & Christina Hazard
Head of Planning: Jono Key
Managing Director – Wgtn: Tim Ellis
Account Director: Claire Dooney
Senior Media Planner: Kate Thomson
Production partners
Film production company: Finch
Director: Nick Ball
Executive Producers: Corey Esse & Karen Bryson
Producer: Rebekah Kelly
DOP: Crighton Bone
Editor: Michael Lonsdale
Post production / animation: Blockhead
VFX Supervisor/Artist: Stefan Coory
Music: Jonathan Dreyfus
Sound design: The Coopers
5 Comments
Not everyone is going to love this ad, but it’s a brave, insightful piece of work in a category that isn’t brave nor insightful.
Hats off to the marketing team for signing this off.
I don’t really love the ad, but I really do admire the strategy the agency/client have settled on.
In a world of dreadful ANZ/BNZ/ASB sameness, the Co-Op Bank is acting like a real challenger brand (apologies for using that term, but hey, it seems about right).
Such a pity Kiwibank has fallen off the rails…
Kiwibank off the rails? Are you on the rails?
Brave is ‘independance’ not the old comparative challenger.
The ‘Independence’ work was cringe worthy at best, a tired strategy that has been overtaken and given a fresh air by Co-op. The dancing ads looked like something out of the 1990’s.
Finally, Co-ops work is deeper than this one ad (bit of a heads-up, they’ve done other work).
farrrrkiiin funny.