TSB Bank launches 'Life changes. We'll be there' brand campaign via Special Group and FINCH

tsb.jpgTSB has launched a major brand refresh with 'Changes' a 90 second cinema spot and 60 second TVC directed by Derin Seale of FINCH and created by Special Group.

Says Kevin Murphy, chief executive officer, TSB: "We recognise that life changes and we want to show that no matter what our customers are going through, we're there to listen, understand and work with them to achieve the best outcome."

VIEW THE SPOT
Says Angus Hennah, creative director, Special Group: "Although the spot marks a change in tone for TSB, it reinforces the bank's long-held value of placing the customer at the centre of everything they do. Not everything is straight forward in the real world. Our lives go through many twists and turns but TSB commits to its customers that it will be there to support and assist with these life changes whatever they may be."   

Says Seale: "It had to feel warm, a bit like walking though some important memories over 20 years.  We had to relate to the family like we knew them.  I think Special's idea of cutting the story to Mahuia's version of the David Bowie track was perfect because our track is new, like a stranger, but also familiar to us from years ago."

Title: Changes
Client: TSB
General Manager Marketing: Brent Woodhead
Head of Brand and Communications: Belinda Pool
Senior Brand & Communications Specialist: Bethany Campbell

Agency: Special Group
Executive Creative Director: Tony Bradbourne
Creative Director: Angus Hennah, Arnya Karaitiana
Creatives: Angus Hennah, Arnya Karaitiana
Group Business Director: Sandra Daniel
Senior Account Manager: David Stokes
TV Producer: Amanda Kabel

Production Company: Finch
Director: Derin Seale
Executive Producer: Karen Bryson
Producer: Jimena Murray
DOP: Ginny Loane
Production Designer: Neville Stevenson
Editor: Drew Thompson
Colourist: Dave Gibson
Music: Franklin Road
Original Artist: David Bowie
Composer: Mahuia Bridgman-Cooper
Sound Engineer: Shane Taipari
Vocals: Ash Wallace

17 Comments

Trevor Clark said:

Bloody horrible version of the song,can't work out what the product is either

Geoff said:

David Bowie must have been very honored to be allowed to sing Mahuia Bridgeman-Coopers composition "Changes".

Or is that fake news?

Sue said:

Love the new ad

Mel said:

Well I absolutely LOVE this ad and the version of the late, great David Bowie's wonderful song "Changes" - not sure why Trevor Clark doesn't know what it's advertising or that he hates this version.... I however believe that Bowie would be proud that this awesome tune has been used to great effect. Good one, TSB! :)

Tom Davies said:

Love the version of Changes by Mahuia. Brilliant.

Mat said:

Great version of the song

Brian said:

Excellent rendition of Bowie's "Changes". I'm not aware of Ash Wallace but what an amazing voice she has. I'm sold ! Complimented by Well thought out imagery.

Neutral said:

New Bland Ad

David Bowie said:

You're killing me

Anne said:

I have to turn off the sound - that version is hard to listen to

Muzza055 said:

Neat new ad. Stunning new version of "Changes". Thanks.

lou hay said:

i think that this is the most honourable version to tribute david bowie and very clever marketing . i get the ad i think its brilliant and whomever the singer is they are awesome

Veronica said:

Ash has a beautiful voice

Daphne said:

Beautiful version. It was definitely the music that got my attention!

Slipstream said:

Well done Ash. Love it

Libby said:

Love the song!! Been trying to find a full cover by her on youtube

Erica McEwen said:

Hate the ad - how dare you use the late great Bowie to promote a bank! I cringe everytime it comes on and quickly reach for the remote, becaue its just so bloody awful!!!


Leave a comment

About CAMPAIGNBRIEF

A blog for advertising creatives in New Zealand. To pass on news or advertise on the blog, email michael@campaignbrief.com. To subscribe to Campaign Brief Magazine click here or download the subscription form. Magazine subscribers receive complimentary access to the online magazine archive (including current issue).

Latest jobs

Retrieving latest jobs