We would all like to think, on some level, that we have talents that no one truly appreciates…or even knows about.
A new campaign for NAB (National Australian Bank) by BBDO’s Melbourne office reinforces that fact by way of an amusing juxtaposition: a full-figured man frightened into song by a lowly rat.
Thoroughly “oversouling” a simple, wordless line with an unnecessarily showy delivery? Get that man on American Idol circa 2011!
We do like his “chin curtain,” for the record.
This ad is the first in a series from Clemenger BBDO, which will use the campaign to showcase some of NAB credit cards’ “hidden abilities” like…discounts on airline tickets? The client’s head of marketing for cards and personal loans cites “travel insurance, a 24-hour concierge and points toward your next holiday,” which aren’t quite revolutionary features.
Still, we’re guessing NAB counts on piquing viewers’ curiosity about those financial Easter eggs. Expect multiple spots on the same theme over the next 12 months.
One self-described “Old CD Guy” and Campaign reader compared the ad to this one, released by Lucozade Energy over the summer, which also focuses on people responding to random things in unexpected ways.
Bit of a stretch, really. We’ll call this one a solid entry in the Embarrassing Fat Guy genre.
Credits
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Creative Director: Rohan Lancaster
Creative Director: Darren Pitt
Senior Creative: Jim Robbins
Senior Creative: Luke Thompson
Managing Partner: Lee Simpson
Group Communications Director: Ben Knighton
Senior Account Director: Rhys Arnott
Account Manager: Michelle Grigg
Senior Producer: Karolina Bozajkovska
Senior Planner: Sam Mackisack
Director: Brian Aldrich
Production Company: Finch Company
Producer: Catherine Anderson
Executive Producer: Corey Esse
Post Production: The Butchery (Michael J. Lutman) / The Refinery (Eugene Richards)
Sound: Flagstaff (Paul Le Coutier)