If you're a frequent visitor of Ad Nut's very acorn-worthy reviews (as you should be), you'd know that Ad Nut harbours a deep-seated disdain for a particular canine species: The dog. To this squirrel, these so-called 'companions' are nothing short of murderous beasts with a penchant for turning innocent woodland creatures into bloody shreds. This belief is something Ad Nut can't help but mention whenever a commercial dares to feature a dog. It's not paranoia; it's simply a survival instinct when faced with creatures that consider 'fetch' a lifestyle choice.
Alas, even with the above in mind, every once in a while Ad Nut has to set aside its disdain momentarily to appreciate a well-crafted ad. Enter Kiwi bank ASB's 30-second spot that features Ben and Amy, a young couple welcoming Sunny the Saint Bernard into their home.
The campaign was created to highlight the knowledge and experience of ASB’s home ownership managers, and how they can help, guide and support through all stages of the home ownership journey. Whether it's a renovation, adjusting mortgage payments, making a home warmer, drier and more energy efficient, or, in this instance, accommodating a furry friend—we're assured that ASB home ownership managers are there to help. The ad successfully captures a heartwarming and cosy atmosphere, making viewers feel as though they could easily know a couple like Ben and Amy—or even see themselves in their shoes. With its warm and fuzzy storytelling, it achieves its desired effect, wrapping the audience in a mix of relatability and charm.
ASB chief marketing officer Helen Fitzsimons says while light-hearted, the campaign aims to show the tangible difference ASB’s team can make.
“We’re here to help New Zealanders achieve their home ownership goals. We understand the Kiwi dream of owning your own home, and we know that even for those who do own a home, the current situation is rarely the final goal. As people’s lives, families and jobs expand and change, so too do their priorities, and we’re committed to helping our customers at every step of their home ownership journey.
“Our new campaign highlights the incredible work our home ownership managers do and how they go the extra mile for our customers, whatever life throws at them.”
The Monkeys Aotearoa chief creative officer Damon Stapleton adds: “A home is more than just four walls; it’s a space where life happens. But sometimes, your home gets out of sync with your life and you just need more space. In our latest campaign, we again turn to Ben and Amy to showcase how the constantly evolving life of a homeowner can be aided by a passionate ASB Home Ownership Manager.”
All in all it's a good effort that achieves the desired effect. But can we please stop with the dog-in-every-other-advert obsession? Ad Nut can only handle so many canine cameos before it becomes traumatic.
Credits
Client: ASB
Chief Marketing Officer: Helen Fitzsimons
Marketing Lead Home Lending and Insurance: Scott Drinkwater
Marketing Manager Home Lending: Alex Smith
Campaign Manager Home Lending: Madeline Biddulph-Wall
Assistant Marketing Manager Home Lending: Reece Waters
Marketing Manager Insurance: Ben Verboeket
Direct Marketing Manager Home Lending: Dita Sekhar
Head of Brand Experience: Stephanie Fahey
Brand Experience Lead: Bianca Osborne
Senior Social Media Manager: Jasmine Taggart
Creative Agency: The Monkeys Aotearoa, part of Accenture Song
Chief Creative Officer: Damon Stapleton
Chief Business Officer: Storm Day
Creative Director: James Conner
Creative Director: Christie Cooper
Art Director: Hanna Grant
Copywriter: Maisie D’Cruz
Head of Integrated Production: Rosie Grayson
Integrated Producer: Callum Crabb
Group Business Director: Ruth Coulson
Senior Strategist: Brona Kilkelly
Design Lead: Lucinda Fortescue-Hansen
Senior Finished Artist: Lisa Stowers
Midweight Designer: Vivian Heng
Production Company: FINCH
Executive Producer: Bex Kelly
Director: Alex Roberts
Producer: Nikki Walker
DP: Marty Williams
Production Design: Neville Stevenson
Editor: Julian Currin
Audio: Liquid Studios
Music Licensing: Franklin Rd
Online: Stu Bedford c/o Finch
Colourist: Matic Prusnik
Photographer: Mat Baker
Retoucher: Sixty Four
Media Agency: Initiative Aotearoa
Managing Director: Terri Collier
Group Business Director: Shona Foster
Group Digital Director: Christina So
Account Director: Finn Jelicich
Associate Investment and Partnerships Director: Ketan Narsinh
 Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'. |
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