New Zealand-based ASB will launch a TV ad
campaign on 14 November, its first ad creative since switching
advertising agency from long-standing media partner TBWA
Whybin to US-headquartered Droga 5.
The new ad promotes the tagline ‘Creating
futures with ASB’ and will be supported by an integrated marketing
campaign including print, outdoor and social media, as well as a
refreshed ASB website.
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For the past decade, ASB has run one of
the country’s longest-running campaigns with its advertising
creative centred on a high profile brand ambassador, bumbling but
affable US banker Ira Goldstein sent to New Zealand to “find out
what makes that bank different.”
The Goldstein campaign, with a heavy focus
on humour, has been rated among the most memorable and amusing bank
ads, winning a number of advertising awards in the
process.
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