I’m sure by now everyone has seen something to do with the new Commonwealth Bank “CAN” campaign.
Whether it is a billboard that merely reads CAN’T, a press advertisement that lets you know what the Commonwealth Bank CAN do for you, the TV commercial with Toni Collette reading An Ode to Can or simply reading a blog (like this) about the campaign, it has been everywhere and you must have seen something.
The campaign was initially launched with a teaser – this involved online advertising, outdoor advertising, a twitter profile and ambient stunts centred on “CAN’T”. The below image was just one of the digital communication pieces; this takes advantage of one of the internet’s favourite memes – cute kittens.
Comments from the marketing and advertising world on this “CAN’T” uncertainty were posted on AdNews, two corresponding comments are below.
“CAN’T understand why anyone would think this is a good idea. CAN’T bring myself to care who the brand is. CAN’T believe how much money they are spending on this. CAN’T anyone make them stop?”
Yes We Can’t 23rd May
“Well, it has been effective to a certain extent. As it is widely said, no publicity is bad publicity. It’s got your attention as well as everybody reading this. Can’t wait to see what the F this is!”
Yes We Can 24th May
Personally when I was driving in Melbourne and came across a CAN’T billboard I was intrigued and discussed possibilities with those in the car.
“Did it have a political agenda? A charity or cause? The possibilities were endless.”
This uncertainty was exploited by some businesses with Heritage Bank being first to jump on board through the purchasing of Google search terms around the word “can’t”.
An Ode to Can which featured Toni Collette, brought the CAN’T teaser to light. The poem (which sounds like a piece from a Dr Seuss book), is inspirational and again you do not know who the advertisement is for until right at the end. The poem itself has received praise, but many dislike the connection to a bank. The Herald Sun web poll which asked “Do you like the Commonwealth Bank ad featuring Toni Collette?” had a response of 42.5% Yes and 57.5% No.
CAN has become the new positioning for Commonwealth Bank, taking over from the previous “determined to be different”. This is seen in the new TVC supporting CommBank Kaching.
“What are your thoughts on this change? CAN banks really help in motivating us to climb that mountain, cross that sea, become anything we want to be?”