Kristof Fahy, group brand and marketing director, William Hill

Why I like this

Financial services brands are in a tough place, so attitudes to creative and messaging have had to change as the public would take a dim view of any bank that wasn't showing some kind of humility and a down-to-earth approach now.

This ad from NAB is one of those. It's a simple premise where a hidden camera situation tests the honesty of the Australian public.

At the start, the barista just gives away an extra $5 with the change, but then he starts to become obnoxious. To a customer wanting soya milk, he asks if she is lactose intolerant, and warns a customer with chocolate mocha that he won't be fitting into his suit much longer. Yet most of them still give the money back. The ad is well executed, makes its point, ticks the humility box and has humour. The trick for NAB will be to deliver on its promise of honest credit cards now.

Wish I'd thought of

A simple construct like this can go a long way and the next in the series is worth a look. These aren't amazing pieces of creative, but they get the job done and there is effectiveness in the simplicity.

This article was first published on Campaign YouTube

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