ASB has released its first TV spot since the appointment of With Collective to the account.
The one-minute clip, posted to Facebook on Monday, celebrates Emirates Team New Zealand’s recent win in the America’s Cup by finally putting the ‘ghost of San Francisco’ to bed.
Featuring a ghostly American figure clad in sailing attire, the video plays up the fact that the entire nation has been haunted by 2013 edition of competition when Team New Zealand lost unexpectedly after commanding an 8-1 lead.
“We all felt the pain four years ago,” says ASB general manager of marketing Shane Evans. “But in a very real way, it’s that loss that makes the story of this team and their triumph all the more remarkable. This was no ordinary win. This campaign is not only celebrating the victory, but also a country that wasn’t afraid to get back behind their team, and cheer as they raced the giants of sailing again. It’s a story of innovation and bravery that goes right to the heart of the Kiwi character.”
ASB has, of course, been cheering on the team for 17 years, signing on as a sponsor back in 2000 and sticking through the 2013 loss.
With Collective worked with The Downlow Concept to bring life to the ‘The Ghost of San Francisco’—a metaphor that With Collective chief creative officer Steve Coll says he heard throughout the racing period.
“Even the crew referred to it [the ghost of San Francisco],” he says. “ASB kept pushing us to get to the heart of what the race meant to Kiwis. And it seemed the ghost was a key part of it.”
To keep the message topical, the team at With Collective faced some tight deadlines to ensure the message reached Kiwis while the America’s Cup win was still fresh in their minds.
“I’d particularly like to thank our production team and the team at Downlow,” Coll says. “This was lightning fast from start to finish, and Iain, Jarrod [Holt], Nigel [McCullough] and Camilo [Spath] have worked incredibly hard and performed minor miracles.”
Roger Beaumont – Executive General Manager Marketing and Communications
Shane Evans – General Manager Marketing
Mark Graham – Head of Community, Sponsorship and Events
Bianca Osborne – Brand Manager
Emma-Rose Forrester – Assistant Brand Manager
Sharon Moffatt – Head of Marketing Services
Michael Wood – Production Manager
Jasmine Taggart – Social Media Specialist
Simone McCallum, Head of Corporate Content & Social Media
Steve Coll, CCO
Justin Hind, CEO
Nicole Hetherington, Creative Director
Simon Fowler, Creative Director
Pat Anderson and Will Winter-Irving, Creative Team
Iain Todd, Head of Production and Content
Elle Horton, Senior Account Manager
The Downlow Concept
Jarrod Holt, Director
Nigel McCullough, Director
Camilo Spath, Producer
Paddy Compter, Producer
Edit: Philippe Lods
Online & Grade: Creature
Sound: Liquid Studios
Carat New Zealand