The Commonwealth Bank has shifted marketing gears, ditching its controversial and long running TVC ad campaign featuring a bumbling troupe of ego-driven US advertising agency executives.The new raft of TVCs have been created by the same advertising company, Goodby Silverstein, but change tack following the lead of competitors that are opting for a cinematic, Australian-centric aesthetic.The CBA has also retained its "determined to be different" slogan but is choosing to execute it by displaying ways that it differentiates itself through customer services, products and supporting the community. The new series of black-and-white commercials was  filmed by French art house film director Jean-Pierre Jeunet, who directed the film Amelie - a stark contrast to the director associated to the first run of "determined to be different" ads in 2007, which featured a cameo by Transformers director Michael Bay.Despite the overwhelming advertising industry backlash that the bank endured during the three-year run of the parody styled campaigns, CBA marketing chief Mark Buckman never conceded defeat. Buckman has consistently maintained that the campaign had significantly raised brand awareness for the bank. Defending the bank's risky choice to move its $100 million advertising account to the US agency three years ago and stick to its polarising campaign, Buckman said: "We now have as many people who dislike the campaign as like it. Our brand is very healthy and even in this tumultuous financial market we now find ourselves in the Commonwealth Bank not only weathering the storm, but our underlying brand is improving across just about every health metric."Co-founder of Goodby Silverstein, Jeff Goodby who is currently in Australia, maintains that the campaign "slapped people awake and got their attention."