Iconic Australian brand to spotlight its role in Australians’ lives and businesses
Sunday, May 27 2012: Commonwealth Bank today replaced the word CAN’T with CAN, changing its brand tag-line and advertising – whilst highlighting the attitude every Commonwealth Bank employee will bring to the workplace to help customers move forward.
Commonwealth Bank Chief Executive Officer, Ian Narev, said:
“When an entire company commits itself to a single goal, the results are impressive. Our dedication to improving customer satisfaction has transformed CommBank. But now we are seeking to raise our standards even further. I want all our people to focus on what CommBank can do for our customers. We will strive to empower our customers – whether individuals or businesses – through every interaction we have with them. I want our customers to feel that they ‘CAN’ with CommBank.”
Built by Australians, for Australians, CAN is fresh, upbeat and optimistic – conveying an empowering message to Australians.
Andy Lark, Commonwealth Bank Chief Marketing and Online Officer, says, “CAN expresses the passion we have for helping our customers achieve their goals. It is the attitude we will bring – through people and technology – to every customer interaction.”
The campaign launched on Sunday May 20, with a series of outdoor, digital and stunt activations all displaying a simple yet powerful message – CAN’T.
Today the reveal phase of the campaign will be brought to life. This phase will see Commonwealth Bank replacing the ‘T’ in CAN’T with its diamond logo.
An augmented reality app will appear across News Limited’s major metropolitan mastheads nationally this morning. Australians opening their Sunday papers over breakfast will be able to download an app, which will allow them to view the new launch commercial simply by holding their iPhones and iPads over Commonwealth Bank ’s logo appearing in the newspapers’ pages.
Tonight, the 60” TVC will air across all FTA and paid networks. The TVC features iconic Australian actress Toni Collette speaking directly to camera, bringing to life the empowering message behind the CAN campaign. The decision to cast Toni as the face of the CAN reveal was simple for Andy Lark:
“Toni is a credible personification of CAN, having ‘made it’ in Hollywood from humble beginnings in Blacktown in Sydney’s west. Since she charmed us as Muriel Heslop, she has been brave in her selection of roles. She is an acclaimed and awarded performer, a songwriter, a mother and has remained proudly, unapologetically Australian throughout her career.”
Today’s unveiling across outdoor, print and TV will be immediately followed with CAN advertising creative that highlight the Bank’s unique offerings, starting with Commonwealth Bank Concierges.
This campaign is about much more than a new slogan. CAN is a new attitude that will be reflected at every level of Commonwealth Bank – from branch staff through to the CEO. Each of the Bank’s 50,000 plus staff members will be bringing this attitude with them to work every day.
Client: Commonwealth Bank
Agency: M&C Saatchi
Director: Paul Goldman
Production Company: Exit Films
Director: Steve Ayson
Production Company: The Sweet Shop
For further information:
Senior Public Relations Advisor
T (02) 9118 1784 / M 0468 987 33
Note to editors:
The launch TVC will be available via CommBank’s YouTube channel (http://www.youtube.com/user/CommBank) at 6:00am Sunday, May 27 2012