Personally, I’ve loved FNB ever since they gave me an iPad for a minimal monthly fee and 0% interest. I don’t even mind the Steve from beep bank ads… But that’s just me. Apparently the ANC have beef with the bank after its latest ad campaign. Watch the ad below before we go on.
So what’s the big deal? It’s not like they mentioned names or anything? I guess the ANC’s guilty conscience is the only one making accusations.
“This isn’t an advert – it’s a political statement. An attack on the president, his ministers and government as a whole,” said ANC spokesperson Keith Khoza, while the ANC Youth had this to say: “[this campaign] declares war on the democratically elected government of South Africa”. Really? Always with the war?!
Spokesperson, Khusela Sangoni-Khawe said “How are we to know if what they [the children] are saying is what they truly feel? They [FNB] could have paid them to say those things.” Fair enough, but if you’d watched the Behind the Scenes feature of the ad, Creative Director, George Low would’ve told you that they spoke to over 1600 primary school, secondary school and university students during the course of the research phase for the ad. I’d say that gives a fairly broad overview on things.
The campaign has also been accused of being unclear and disconnected from FNB’s brand values… I don’t even… Guys, their slogan is How Can We Help You; the campaign is called You Can Help. It’s an initiative that gives a voice to the previously voiceless. So yes, some copywriters probably helped out to make the words look readable (although they wouldn’t need to if we had an education system to speak of) but essentially these are the words and thoughts of the SA youth. The truth. You can find out more about the campaign here.
What do you think of the ad? Treason or inspiration? Please leave comments in the section below.