McCann has gone the populist route for TSB, introducing a cuddly pink elephant because the approachable face of the financial institution.
Tiny the elephant’s job is to reassure everybody that monetary conversations don’t must be scary – not in case you speak to TSB’s Cash Confidence Consultants, anyway. The main focus is on maximising what you might have, moderately than chopping again.
Emma Springham, CMO at TSB mentioned, “We got down to guarantee folks know they will flip to us for assist if they’ve cash worries, to embrace the elephant within the room that for therefore many impacts each facet of their lives together with psychological well being. In a aggressive market we briefed McCann to be courageous and daring, and to create one thing likeable with longevity.”
Richard Morgan and Christopher McKee, inventive administrators at McCann London, mentioned, “As a nation we discover it notoriously tough to speak about our dosh. Tiny is the most effective good friend you didn’t know you wanted, inspiring confidence within the face of cost-of-living adversity. A reminder that when you face your fears, they’ll usually really feel much less daunting and a little bit simpler to handle. Like a tiny elephant.”
McCann London’s earlier marketing campaign starring David Schwimmer wasn’t very memorable – at the very least this new marketing campaign will pack a punch within the advert breaks.
However the “elephant within the room” metaphor is fairly apparent, and the pink elephant brings to thoughts Dumbo’s drunken hallucinations after by accident ingesting a barrel of alcohol within the Disney film. We’ve but to see whether or not Tiny may have the endurance of the Meerkat or Duracell’s pink bunny.
MAA inventive scale: 5
