The Mentalist’s Patrick Jane fronts new global brand advertising campaign for ANZ Bank
ANZ has launched its first global brand campaign that will support its super regional strategy and continue the evolution of ANZ’s brand as customer centric and uncomplicated.
The new campaign follows the development of ANZ’s new global brand in 2009 and the recent appointment of Whybin\TBWA\Tequila Melbourne as ANZ’s new global creative agency.
Says ANZ Group Managing Director Strategy, M&A, Marketing and Innovation, Joyce Phillips: “The evolution of our brand through this campaign reflects a need for a globally consistent campaign that supports our super regional strategy.
“It will help build awareness and relevance of ANZ in our key emerging markets while reinforcing what it is that makes us different from other banks. This campaign is an exciting step forward in a journey we began 18 months ago with the launch of our new brand. This new campaign shows how we understand the needs of our customers, providing insights and delivering ideas that help people progress,” Ms Phillips said.
The new campaign features The Mentalist’s Patrick Jane, the ideal personification of ANZ’s brand as insightful, sophisticated, worldly but with a strong connection to Australia.
“Patrick Jane knows what people are thinking because he lives in their world – he’s an observer of life and that’s what we strive to be,” Ms Phillips said.
The campaign was launched in Australia and Asia last night with New Zealand to follow shortly. There will be several executions launched over the coming year supported by a significant media spend.
15 Comments
This is what it takes to win a major account in Australia?
I’m confused…
a) Is he the Mentalist character or the actor, and either way why would I believe him?
b) Why does he always look off screen – it looks dodgy, shifty, untruthful?
c) If he wasn’t contrived enough, does the agency/client really believe viewers will relate to the something like the coffee shop ‘conversation’, or worse still the airplane fake scenario?
d) What new news, product or service innovations has the client developed for the agency to talk about?
e) Won’t Te Papa have an issue with their ‘finger print’ logo being stolen by ANZ
f) Making sense of the terrible line developed by M&C (we live in your world) does not mean you’ve made something anyone wants to watch or care about
I guess they’ll throw maximum airplay at it to make sure it registers on a research monitor, then congratulate themselves on a great campaign.
At least the perfect world ads had humanity and laughter – by contrast these are wooden, patronising and Australian.
Well hi there DDB, aka 8.11 and 8.13.
LOOK AT ME WHEN YOU’RE TALKING TO ME!!
That is all.
Look at the fucking camera.
What is this 1983?
I love it!
oh dear. please tell me this isn’t playing in nz.
Holy cow. What a crock of s**t. “We live in our own cavernous rear ends”, more like.
Shoot me in the face that was awful.
The irony is that these ads were designed to run in a largely Asian market, where I hear the Mentalist isn’t on. So great comprehension scores there then.
I just wanted to shake him and force him to look at the camera. What the hell was he looking at off camera that was so fucking interesting? More interesting than the bank ad he was getting paid to do?
Who gives a fuck if anyone gets it or likes. We’re Aussie’s…….the Texans of the Southern Hemisphere.
ANZ, mate… we’re still here if you want to talk.
This is NOT Patrick Jane… He is American. This is Simon Baker who is Australian, though talking American!
He is in the Mentalist… Patrick Jane is NOT
And the finger print couldn’t be a more in your face indication of where the banking system is going. Biometric identification to buy sell and trade better known as the mark of the beast.