As far as advertising constructs go, the long-established life timeline execution usually turns out pretty well. Where it can go from good to great is in the creative choices and nuance that keep a viewer engaged from beginning to end. When done well, it can be a marvelous bit of creativity. In the case of a new ad from Australian bank Westpac, created by DDB in Sydney, all of the boxes are ticked, creating a 60-second emotional ride.
We begin with the first moment of lifelong love then, throughout the spot, the focus is mainly on the husband. This dapper, memorably mustached man is of service to his family and community consistently whether it’s helping rein in a wayward horse on his wedding day, giving a teammate an open rugby try, teaching music or saving a child in a sandstorm. It’s easy to be enamored by his charm and kindness no matter the moment or situation.
Sadly, at the end of the spot, we are taken to the man’s funeral. Though his wife is mourning the loss, she sees a church filled with people wearing his signature mustache and, again, find the reward and joy of a life lived well with someone she loved so dearly.
Where this spot truly shines is in the creative choices made. It’s beautifully shot and edited, and the remake of “I Know I’ll Never Find Another You” by The Seekers is an inspired choice and weaves nicely throughout the 60 seconds.
The work, touting the bank’s estate products, fits within the Australian narrative of lending a hand, something that is ingrained in the country’s culture and part of an earlier campaign from the brand.
What’s interesting as well is that, strategically, the focus is on an older audience instead of the usual path of seeking new, younger homebuyers. Even in light of a tough time for the industry in Australia due to an ongoing banking inquiry, this commercial is a good reminder of the issues people face in their lives and the more human side of finance.
Head of Consumer Marketing: Adrian McCaffrey
Head of Brand, Advertising & Media: Jenny Melhuish
Head of Westpac Advertising: Andrew Howie
Senior Manager Advertising: Loren Elsegood
Senior Manager Advertising: Amber Joyce
CCO: Ben Welsh
ECD: Tara Ford
Head of Art: Noah Regan
Creative Partner: Matt Chandler
Senior Art Director: Tristan Cornelius
Senior Copywriter: Guy Lemberg
Head of Integrated Content: Sevda Cemo
Senior Producer: Tash Johnson
Managing Partner: Chiquita King
Group Business Director: Topher Jones
Business Manager: Bianca Cohn
Planning Partner: Dom Hickey
Senior Planner: Joseph Smeaton
Production Company: Finch Company
Director: Christopher Riggert
DOP: Dimitri Karakatsanis
Corey Esse: Managing Director
Executive Producer: Karen Bryson
Producer: Camilla Mazzaferro
Edit Facility: The Editors
Editor/s: Stewart Reeves & Bernard Garry Ase
Executive Producer: Nicoletta Rousianos
Colourist: Billy Wychgel
Producer: Kani Saib
VFX Supervisor: Nick Ponzont
VFX Producer: Bonnie Wilkonson-Smith
Music Supervisor: Karl Richter – Level Two
Music Track: I’ll Never Find Another You (Originally by The Seekers)
Re-record: Julia Jacklin
Sound Design: Song Zu
Engineer: Abigail Sie
Producer: Jess Bonney