According to Carrie Munoz, business unit director of Publicis Manila, the bank's ad agency, the communications platform is based on the fact that prospective applicants can secure a car loan in 30 minutes or less in any of PSBank's 139 branches.
Shunning the clichés of most car loan TVCs such as the de rigueur bank scene with the applicant signing papers and shaking hands with the loans officer, the 30-second spot is humorous and uncomplicated. Two young men wait anxiously in what looks like a hall outside a delivery room. One asks the other if he's picked a name. "Britney," he replies. An older man in what looks like a lab coat enters and tells one of them that he can now go inside. The young man jumps with joy and hugs him. The twist is that the 'baby' is actually the car he has been yearning for. Creative director Judith Albano said the agency took a "more emotional than rational" tack.
"Car buyers, especially first timers, don't want to get bogged down with technicalities. Our job was to heighten the anticipation of owning a car -- the fear, the apprehension, then the elation," she said.
Light-hearted touch for PSBank in Publicis TVC
PSBank, the second largest savings bank in the Philippines , has rolled out a humorous tri-media campaign to underline the easy availability of its auto loan product for loan applicants.