At the centre of TSB’s major brand refresh – announced in M+AD yesterday – were a 90 second cinema spot and 60 second TVC, both called Changes, directed by Derin Seale and created by Special Group.
TSB ceo Kevin Murphy said: “We recognise that life changes and we want to show that no matter what our customers are going through, we’re there to listen, understand and work with them to achieve the best outcome.”
Special Group CD Angus Hennah said: “Although the spot marks a change in tone for TSB, it reinforces the bank’s long-held value of placing the customer at the centre of everything they do.
“Not everything is straightforward in the real world. Our lives go through many twists and turns but TSB commits to its customers that it will be there to support and assist with these life changes whatever they may be.”
Finch director Derin Seale said: “It had to feel warm, a bit like walking though some important memories over 20 years.
“We had to relate to the family like we knew them. I think Special’s idea of cutting the story to Mahuia’s version of the David Bowie track was perfect because our track is new, like a stranger, but also familiar to us from years ago.”
CREDITS
Title: Changes
Client: TSB
General Manager Marketing: Brent Woodhead
Head of Brand & Communications: Belinda Pool
Senior Brand & Communications Specialist: Bethany Campbell
Agency: Special Group
Executive Creative Director: Tony Bradbourne
Creative Director: Angus Hennah, Arnya Karaitiana
Creatives: Angus Hennah, Arnya Karaitiana
Group Business Director: Sandra Daniel
Senior Account Manager: David Stokes
TV Producer: Amanda Kabel
Production Company: Finch
Director: Derin Seale
Executive Producer: Karen Bryson
Producer: Jimena Murray
DOP: Ginny Loane
Production Designer: Neville Stevenson
Editor: Drew Thompson
Colourist: Dave Gibson
Music: Franklin Road
Original Artist: David Bowie
Composer: Mahuia Bridgman-Cooper
Sound Engineer: Shane Taipari
Vocals: Ash Wallace
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