Film > Product & Service

THEMELINE

GOODBY SILVERSTEIN & PARTNERS, San Francisco / COMMONWEALTH BANK / 2008

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The scandal! Australia’s largest bank awards its advertising to an American advertising agency. Rather than having the audacity to think we understand what it truly means to be Australian, we went with what we knew. A campaign about a fictitious American advertising agency trying to come up with ads for Australia’s largest bank. Instead of running from the controversy, it was a bigger idea to stoke it. With their over-hyped and under informed marketing tactics, the fictional agency make for the perfect foil; and the ads awaken a sense of patriotism in Australians. People even begin to identify with, gasp, their home bank.

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