R/GA SÃO PAULO , Sao Paulo / BRADESCO / 2018
The film portrays the actor Ken Jeong, Mr. Chow from the Hangover Trilogy, in a series of sketches that demonstrates the features of the digital bank app ‘next’. Ken Jeong’s character is seen participating in stories of people who use next to ‘make things happen’ in their lives. From a girl who saves money to move out of her parent’s house to a guy who uses the “vaquinha” (split bills feature) to put together a pool party. It’s all shown humorously and over the top, much like Mr. Chow. An arrangement of the song “How Does that Grab You Darlin”, from Nancy Sinatra completes the production.
Ken Jeong was chosen for this campaign for his irreverence and adherence to millennials. Research has shown that he is one of the most memorable actors for this audience--among other characteristics, his nonsense humor. Choosing a Hollywood celebrity is also a strategy of ‘next’ to launch and position its brand in a big and bold approach: the campaign gained a big status for its dimension, and bold for being something completely new in the finance industry.
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Use of Licensed / Adapted Music
BAHAY TULUYAN, TBWA\SANTIAGO MANGADA PUNO
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