TSB Bank shines a light on New Zealand's dedicated lifeguards

  • Advertising
  • March 23, 2017
  • StopPress Team
TSB Bank shines a light on New Zealand's dedicated lifeguards

March may have brought with it the end of summer and temperatures aren’t as conducive to water-based activities but TSB Bank still sees the importance in highlighting the work of Surf Life Saving New Zealand by launching a 'between the flags' campaign, via Special Group and Exit Films, that gives New Zealanders an insight into those who patrol our beaches.

To mark the bank's partnership with Surf Life Saving New Zealand, 'Between the flags' tells stories of 88-year-old Bill, who’s New Zealand’s oldest patrolling surf lifeguard, and 14-year-old Trinity, who is a newly qualified surf lifeguard. Both explain how seeing a person in strife has motivated them to do something to others getting into trouble in the water.

While Bill and Trinity each have a dedicated 30-second spot to tell their story, a longer, near two-minute, spot combines both to show that despite their difference in age, they share similarities in their passion and dedication to the role.

Special Group creative director Angus Hennah says the agency wanted to create a piece of content that would set the bank apart, so it focused real lifeguards.

“By looking at these stories in a more emotive context we moved away from the expected images of blue skies, golden sand and bronzed twenty-something lifeguards striding out confidently into the surf.”

Exit Films director Gaysorn Thavat says the spots have a very natural and unmanufactured quality, driven largely by Bill and Trinity themselves.

“What’s delightful is how much both of them enjoy contributing to their communities and in return how much their communities respect them.”

New Zealand has 4,500 volunteer Surf Lifeguards serving their local communities and Surf Life Saving commercial manager Nick Gutzewitz says the campaign does a fantastic job of showcasing the year-round training and commitment required.

He says it’s a great way to kick off its new partnership with TSB Bank and celebrate its members who bravely serve between the flags.

TSB Bank is also proud of its partnership with Surf Life Saving New Zealand and its community engagement manager Zaneta Ewashko says this TVC is part of its community awareness campaign designed to share the amazing stories of two surf lifeguards and celebrate the work they do year round in communities across New Zealand.


Title: Between the flags
Client: TSB Bank
Manager Community Engagement: Zaneta Ewashko
Organisation: Surf Life Saving NZ
Commercial Manager: Nick Gutzewitz

Agency: Special Group
Executive Creative Director: Tony Bradbourne
Creative Director: Angus Hennah
Creatives: Angus Hennah, David Smith
Business Director: Sandra Daniel
Account Director: Lara Seaton
TV Producer: Celia Rowe

Production Company: Exit Films
Director: Gaysorn Thavat
Producer: Declan Carhill
DOP: Ginny Loane
Editor: Richard Shaw
Post Production: Blockhead
Sound Arrangement: Karl Steven

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  • Courtney Devereux
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