ASB misses the target

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Saatchi’s new 60sec TVC for ASB promotes its GetWise initiative, which aims to educate youngsters on how to be smarter with money.

The kids are cute – but the script is in adult language, and the message comes across as more attuned to an adult world. Cute kids worked brilliantly for Mitre 10 – but they were better actors and they were talking directly to adults.

The bank is much more successful with a series of six videos – these also talk to parents, but they impart useful financial info for kids, in a format that lends itself to a family viewing and discussion.

On this page, we’re running the TVC and one of the videos (you can see all six at


Agency: Saatchi & Saatchi
ECD: Antonio Navas
Creative Directors: Corey Chalmers and Guy Roberts
Business Director: Teresa Davis
Senior Account Director: Michael Wood
Senior Producer: Anna Kennedy
Production Company: Thick As Thieves
Director: Zoe McIntosh
Executive Producer: Nik Beachman
Producer: Claire Kelly
DOP: Andrew Stroud
Editor: Richard Shaw
Colourist: Dave Gibson
Sound: Craig Matuschka @ Liquid Studios
Music: Peter Van der Fluit


Head of Brand & Digital: Shane Evans
Brand Manager: Bianca Osborne
Community & Sponsorship Manager: Kerry Drent

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