RHB Bank would have you believe that 'Progress is for anyone'

Creating a consumer-friendly image for a bank cannot be an easy task in this day and age. Which is why this film for Malaysia's RHB Bank, by FCB Kuala Lumpur, gets the Ad Nut stamp of approval.

By the end, even this jaded cynic felt sure that the bank actually believes in the philosophy it's selling. Whether that's actually true is something on which Ad Nut has neither data nor opinion: As always it's up to RHB customers to decide whether the brand delivers. But there's no denying this is an effective statement, befitting a brand in an up-and-coming economy. 

On a craft level, Ad Nut likes how the film sets up and then counters viewer expectations, like when the expensive car pulls away at the valet stand to reveal the couple's humble motor-scooter. 

The video has scored about 1.5 million views on YouTube and just under a million on Facebook.

• Ad Nut also enjoyed a prior offering from RHB and FCB: see RHB Bank debuts a 'Mushi' CNY story.

CREDITS

FCB KL
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Creative Group Head: Mandy Chock
Senior Art Director: James Voon
Designers: Hazwan Selamat, Chong Woey Shin
Copywriters: Felice Puah, Izham Fazely
Senior Producer: Brandon Chai
General Manager: Natasha Aziz
Senior Account Executive: Zulhilmi Rashid

PRODUCTION HOUSE:
Carrot Films
Film Director: Virginia Kennedy

RHB
Group Chief Marketing Officer: Abdul Sani Abdul Murad
Head, Group Brand Communications: Tunku Hazli Bin Tunku Tolha
Assistant Manager, Group Brand Communications: Mohd Anwar Bin Mohd. Amin
Senior Manager, Digital Brand Management: Elaine Yap

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.