STEVE TAKES A BREAK

Finweek English Edition - - ADVERTISING & MARKETING - THE MOST TALKED-ABOUT

char­ac­ter in tele­vi­sion com­mer­cials was Steve, the much put-upon ad­vo­cate of a bank other than FNB, who spent his time des­per­ately cold­call­ing po­ten­tial clients who are al­ready to­tally sat­is­fied with FNB. But with amaz- ing per­sis­tence he kept at it for most of the year. But in the last few weeks, Steve has dis­ap­peared with­out trace. New characters and new themes have emerged.

DDB, which de­vised the Steve cam­paign, is giv­ing him a rest while it runs the “Beep Bank” cam­paign.

“We’ll take a view on the ir­ri­ta­tion fac­tor and then de­cide whether to bring Steve back or fi­nally sack him,” says agency CEO Em­met O’Han­lon.

Mean­while, Metropoli­tanRepub­lic, which han­dles FNB’s busi­ness bank­ing and brand ad­ver­tis­ing, has pro­duced an­other gorm­less id­iot, Henry, who keeps get­ting saved by his bank-savvy wife. Will Henry be the next Steve? Or is his life­span likely to be short?

Jono Shu­b­itz

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