This Odd, Artsy Bank Ad From Canada Doesn't Make Much Sense. Or Does It?

An invisible slingshot strung between towering trees. A greyhound taking an elevator to nowhere. Some corporate dude getting kicked in the seat of his pants.

Strange scenes—intercut, and filmed in crisp black and white—populate an artsy/goofy :60 from Simplii Financial, a digital bank in Canada. Broken Heart Love Affair created the unabashedly odd appeal. 

So, we get random yet compelling images strung together with considerable intensity. There’s a definite progression, but no storyline. It almost feels like an SNL-style spoof (but flows better than some we’ve seen).

Does the approach work? Yes and no. It’s extremely well shot, and undeniably … different. That counts for a lot. Though viewer reactions will likely run the gamut from “cool” and “meh” to “WTF was that?”

“We wanted to bring to life that moment of ignition when you make a change.” says BHLA creative director Spencer Ryan. “The concept is designed to inspire people to do whatever they’ve been putting off and live now. The visuals immerse viewers in the headspace that you are in during those types of moments. It’s an approach designed to make people feel instead of rationalize their banking experience.”

If nothing else, it kept us engaged. Which puts it above 99 percent of the instantly disposable bank ads out there these days.

The exhortation “Start Your Engines” drives all campaign elements, which began breaking last week.

CREDITS

Client: Simplii Financial
SVP Marketing: Tammy Sadinsky
Senior Director of Marketing: Christy Clem
Director of Marketing: Ibad Abasi
Director of Marketing: Maria Albi
Marketing Specialist: Amba Ramgoolam

Agency: Broken Heart Love Affair
Chief Creative Officers: Carlos Moreno
Chief Strategy Officer: Jay Chaney
SVP Strategy: Kristy Pleckaitis
Creative Director: Spencer Ryan
Creative Director: Jordan Hamer
Art Director: Spencer Ryan
Art Director: Fabio Siqueira
Copywriter: Jordan Hamer
Copywriter: Frank Megna
Designer: Rasna Jaswal
Designer: Mark Neil Balson
VP Client Success: Ravi Singh
Account Director: Carlos Game
Account Supervisor: Alexandra Kotschorek
Account Supervisor: Vipandeep Singh
Account Coordinator: Sweetha Mahendran
SVP, Executive Producer: Erica Metcalfe
Junior Producer: Olivia Cousineau

Production Company: Colossale
Executive Producers: Vlad Cojocaru
Director: Jodeb
Directors Of Photography: Alexandre Nour
Producers: Samuel Caron
Production Designer: Susan MacQuarrie
Wardrobe Stylist: Amanda van der Siebes
Production Manager: Nicolas Derube

Casting Company: Ginette D’Amico Casting
Casting Director: Ginette D’Amico

Editorial Company: Saints Editorial
Executive Producer: Michelle Rich
Editor: Mark Paiva
Assistant Editor: Nick Coleman

Colour Company: The Vanity
VFX Artist: Sean Cochrane
Colourist: Andrew Exworth
Executive Producer: Stephanie Pennington
Producer: Katie Methot

Audio House: Berkeley
Music Composer / Audio Director: Jared Kuemper
Executive Producer: Tyna Maerzke
Mix & Sound Design: Jared Kuemper

Media Agency: Mediacom
PR agency: Pomp and Circumstance
Multicultural: Barrett & Welsh
CRM: Performance Art