‘CommBank Can’ is the slogan behind new Commonwealth Bank campaign via M&C Saatchi

‘Commbank Can.’

That’s the new brand positioning that launched this week in Australia, with billboards, print and digital sites changing to finally reveal that Commonwealth Bank and their agency, M&C Saatchi Sydney were indeed behind ‘CAN’T’, as CB Bloggers have known since Monday.

The new positioning was designed to be simple, fresh and flexible enough to highlight the bank’s numerous products, innovations, customer service and technological advancements.

VIEW THE ‘ODE TO CAN’ SPOT

Andy Lark, Commonwealth Bank Chief marketing and online officer, explains further: “Before embarking on this campaign, we conducted significant research. This research told us that Australia is at a turning point as a nation. As such, there has never been a better time to speak directly to the Australian public about what they can do and the role CommBank can play in making that possible.

“Australians are looking to banks to help them move forward and we will be letting all Australians know that with Commbank, they can. Can is simple, it’s powerful, but most of all, it succinctly sums up what we stand for as Australia’s most technologically advanced financial services institution, with a principal focus on excelling in customer service.”

M&C Saatchi worked alongside the bank to provide a complete repositioning that stretched from typefaces and colour palettes to the decision to be simply known as ‘Commbank’ – a moniker already used by the Australian public.

The campaign’s launch commercial features Australian actress Toni Collette explaining the new positioning in a spot designed to stand out with simplicity and humanity.

(Incidentally, the emotional ‘Ode to Can’ poem was written in only a few hours by M&C Saatchi creative director Andy Flemming.)

Says M&C Saatchi regional creative director Tom McFarlane: “This is more than just another line.It’s an attitude that taps into the zeitgeist.I suspect a little inspiration, a bit of optimism and some leadership might be welcome out there right now.’

The commercial airs on all major networks and can be activated on smartphones from News Limited newspapers by holding them over the bank’s iconic diamond.

Following the launch, directors such as Paul Middleditch and Steve Ayson and, indeed, some of the world’s largest and most exciting companies quickly bring the new positioning to life with creative that highlights the bank’s unique apps and innovations.

Says M&C Saatchi Sydney Executive Creative Director Ben Welsh: “It’s not very often that the work that you present in a pitch gets to make it to air intact, but what you’ll see over the next few weeks is pretty much what we presented in January.”

‘Ode to Can’

Regional Creative Director: Tom McFarlane

Production Company: Exit Films

Sound: Song Zu