The World: Sydney - Commonwealth Bank defends Goodbys commercial

The Commonwealth Bank of Australia has launched a defence of its long-awaited TV commercial by the US agency Goodby Silverstein & Partners after a wave of industry criticism.

The spot, aired for the first time on Australia Day, was shot in so-called "mockumentary" style and introduced the bank's new tagline: "Determined to be different."

Mark Buckman, the bank's marketing general manager, who took the decision to take the account out of Australia, said the local industry's reaction was immaterial.

He admitted the outcry over the appointment of Goodby Silverstein was "not unexpected". But he added that once the campaign was established, "its distinctiveness would be evident".

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