A French look at Australian banking, brought to you by Americans
Whilst I freely admit this isn’t the most jaw-dropping bank ad I’ve ever seen, there is something quite likable about it, especially upon repeated viewings.
Firstly, the way it blends self-awareness with surrealism makes for a highly believable and seemingly trustworthy voice (until you get to the source of that voice…you’ll see). Not to mention some rather deft copywriting.
Secondly, the sumptuous black-and-white makes it supremely watchable, particularly when helmed by one of my most favorite movie directors, Jean-Pierre Jeunet (of Delicatessen, City of Lost Children and Amelie renown [among others], Delicatessen in particular being among my exclusive Top 7 movies all-time). Jeunet is the absolute master of mixing quirky human truths with imaginative awesomeness amid a visual feast, even if he does scale it down appropriately for a client such as Commonweath Bank of Australia.
Thirdly, the surprise narrator—who comes out of nowhere, takes the spot to the next level and yet remains impressively underemphasized. Thank you, Steve Simpson, Erik Vervroegen and Jeff Goodby for consistently elevating advertising to art. Without further ado:
Agency: Goodby Silverstein & Partners, San Francisco