The Commonwealth Bank's CAN'T campaign has morphed into CAN, changing its tag line and aiming to highlight the attitude the bank's employees bring to the workplace. The spot aims to be fresh, upbeat, optimistic and convey an empowering message.
The 60” TVC airing across all networks features actress Toni Collette speaking directly to camera, delivering the message behind the campaign underpinned by the poem Ode to Can, written by M&C Saatchi creative director Andy Fleming.
The campaign launched a week prior with a series of outdoor, digital and stunt activations displaying a simple message – CAN’T. The reveal phase of the campaign has brought the second phase with the ‘T’ in CAN’T being replaced with the bank's diamond logo.
An augmented reality app will allow those reading Sunday papers over breakfast to view the tvc by holding their iPhones and iPads over bank ’s logo in the newspaper's pages.