One audience is proving influential in the minds of those driving Commonwealth Bank's latest, and somewhat controversial, advertising campaign: some the opinion formers already dismissed by the bank for attacking the new campaign.
Richard Silverstein, the founder and Harold Sogard, the vice-chair of US agency Goodby Silverstein previewed the third of the series of television advertisements for
The Australian.
Like the first two the new ad retains the device of a culture clash between a fictional US ad agency and the bank's subdued marketing team. This ad, according to the newspaper, features a bank money box (these days perhaps remembers only by a few and found in over-priced bric-a-brac shops) and a transformer style toy.
Agency and bank staff told the newspaper the ad researched well. Sixty of those surveyed can identify the ads unprompted, two-thirds have seen the ads and of those 96 per cent made the link with Commonwealth Bank.