Commonwealth Bank Determined in 2010

The Commonwealth Bank is running its 2010 Determined to be different brand campaign during the Commonwealth Games coverage on Ten. Launched in June, the campaign developed by Goodby Silverstein & Partners uses black and white television commercials with touches of dramatic narrative helmed by French film director Jean Pierre Jeunet (Amelie, MicMacs and Chanel No. 5 Audrey Tatou). The campaign brings to life the commitment of bank staff to service excellence, the community and innovation, using 45 second commercials “Call Back” (fainting woman), “Grants” (cute child), “Fix It” (Bulldog and Poodle). A range of 30 and 15 second commercials introduces us to bank products through staff and customers.

Commonwealth Bank Staff

Click on the images below to view “Grants”, “Call You Back”, “Fix It (Bulldog)”, “Help Kids”, “Janet Hoon”, “Dane”, “Sarah”, “Fitchy”, “60 Minute Home Loan”, “Making-Of”.


The 2010 campaign was developed at Goodby Silverstein & Partners by executive creative director/copywriter Steve Simpson, executive creative director/art director Erik Vervroegen (ex TBWA Paris), copywriter Jeff Goodby, agency producer Chris Moore.

Filming was shot by director Jean Pierre Jeunet via Grand Large, Paris, with executive producer Steven Horton, producer Mark Allen, director of photography Bruno Debonnel, line producer Claris Harvey and Robber’s Dog, Melbourne. Gaysorn Thavat and Tracy Rowe at Robber’s Dog are also represented by Grand Large.

Editor was Hank Corwin at Lost Planet. Post production was done at BUF, Paris. The spots were converted to 3D at Park Road Post, Wellington.

Music for Grants was composed by Raphael Beau, the composer of the original soundtrack to Micmacs.