DDB has produced its first work for ANZ after winning the account from M&C Saatchi last year.
It’s a series of ads that empathise with your ordinary garden variety Kiwi, intended to show that the bank lives in your reality, not a fantasy land with cotton candy clouds and leaping leprechauns.
The relaunch campaign consists of three 30-second and two 15-second spots, which will run for the next couple of months.
It’s supported by print and outdoor with the tagline “We live in your world,” which launched earlier this year.
DDB muffin-in-chief Toby Talbot said the ads are founded on a fundamental human need for banking to be simpler and more “people-focused” in a world that’s becoming increasingly complicated and cold.
“The 'Perfect World' campaign was inspired by universal truisms, insights and observations about people, their day-to-day lives, and they way they look at and feel about the real world around them,” the Muffin Man said.
“And if there’s any one truth that’s pertinent for today, it’s the truth that the world’s not a perfect one. So the campaign taps into this to give meaning to ANZ’s ‘We live in your world’ promise.”
Robbers Dog director Adam Stevens shot the ads, which were filmed around Auckland.
Although the ads have been met with some early criticism, they're a big fat cream cake slice better than a lot of the banking faffle that we've seen over the past year.