FNB “Reinvention”

DDB South Africa’s latest commercial for FNB Savings and Investment takes a break from their lethally effective brainchild ‘Steve’, to deliver a product message with a big brand feel.

The ad takes place in a world where some of man’s inventions have progressed and some haven’t. It aims to make one simple point, that invention is good but reinvention is better. It signals true progress.

Over the past few years FNB has become synonymous with innovation. Their online service, device deals and rewards schemes have literally changed day-to-day banking. The Bank adopted the same approach when restructuring their saving and investment products, allowing clients to invest any amount they choose, over any period and with any access.

All that was required was to take dry “bank-speak” and turn it into compelling advertising. No mean feat.

Taking this into consideration DDB set out to truly define who FNB is and came up with the enviable positioning line, “Save with the bank that reinvented banking”. The commercial highlights the importance of reinvention in humanity’s progress and tells of how FNB has just reinvented the savings and investment category.

Written by agency creatives Matt Berge and Hital Pandya, and shot by Giant Film’s Robin Goode (right outside Bank City), the ad’s understated humour and simple elegance make it notable in the world of financial advertising. And prove that innovation is as much a part of DDB’s DNA as it is our clients’.


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