Getting to know you, getting to know all about you…

Seeing the latest ANZ billboard executions makes me wonder if M&C

have had enough of the world’s dullest advertising campaign, “Getting

to Know You”.

First the Rodgers and Hammerstein musical number (WTF??) was amped to

the “Upbeat mix”.

Then we had the billboards inviting us to drop in to the local bank

manager and talk about our feelings.

Now their billboards have gone for headlines in pale blue block caps

over a staff member’s blue shirt. And they’ve buried the campaign

line — “The more we know you, the better we can stitch you up”, or

whatever — at the base, in a size only marginally more prominent

than “Normal lending criteria apply”.

But good on you M&C for doing the creative equivalent of holding a

pillow over this dreadful campaign’s face. Maybe the client’s holding

it too. After all, ANZ doesn’t seem to be making much headway,

especially now the category seems to be awash in good creative

executions. So if the research suddenly starts suggesting the

campaign has no traction… Hey! Pack your bags, boys! Time to come

up with another Fiji-based concept!

Expensive way to spare someone’s ego, though.