OCBC’s Frank says “be yourself”
Frank is a new way to bank brought to the populace of the shopping powerhouse that is Singapore by OCBC. Working with the creative team at McCann Singapore top New Zealand animation company Yukfoo has cranked up the motion graphics department in this tale of how everyone is different, from how you dress, smell, think and ultimately bank.
The Yukfoo team, under the tutelage of Director Julian Stokoe, has taken graffiti stylings from the walls and streets (not, we would imagine, the streets of ultra clean Singapore) onto the screen in this spot promoting individualized banking with Frank. Yukfoo’s Executive Director Glen Real said “Getting the youth excited about how they bank has never been that easy so OCBC has put together a visually innovative package with Frank that speaks their language and here at Yukfoo we did what we do best – made it move.”
3 Comments
If your strategy is as banal as “be yourself” (“Hmmmm, I think we should be the 3,467th brand to pat those nice young folks reassuringly on the arm and say ‘we know you’re an individual. We just…know it'”), it’s unwise to draw attention to it by making it the thrust of the campaign copy as well.
The graffiti executional style is circa 1998-2002, but that’s hardly the production house’s fault. They’ve done a decent enough job of actually making the commercial, based on whatever was briefed. Just wish clients would be more discerning when it comes to signing off on basic campaign thinking, and push their agencies to dig deep enough.
It’s what old bankers assume young customers want.
Very condescending. Very shallow. Very insulting.
All those ‘hip, cool, funky’ designs on the bank card are just lipstick on a pig
Thank you OCBC for letting me be myself. I was a 12 year old poodle from Guatemala before you so kindly gave me permission to be me. And here I was thinking you just wanted me to bank with you.