Tangerine works the emotive angle

New campaign by John St. celebrates hard-working Canadians

Tangerine wants to tell Canadians they work hard for their money, so their bank should too.

The online bank has launched a compelling new spot, “Hard Work,” which shows people in various occupations experiencing some of the more annoying, heart-wrenching or unpleasant parts of the job.

The vignettes include a homecare worker giving an elderly man a bath, a vet pulling on an arm-length glove to examine a cow, a daycare worker getting puked on, and a masseuse working on a man with a really hairy back. The spot is set to a stirring military cadence (left right left) and ends with the line, “You work hard for your money. Does your bank?”

“Our purpose is to help Canadians live better lives by helping them make smarter decisions with their money, and we wanted to produce a piece that demonstrated our purpose,” said Brenda Rideout, chief strategy officer at Tangerine Bank. “It’s very emotive. We wanted to create truly relatable and memorable moments, so the vignettes capture real-life moments. They’re emotional, they’re humorous, they’re even dramatic, but they’re not over the top.”

The campaign, created by John St., is the bank’s first mass campaign since 2014, when it introduced its new name (Tangerine was formerly ING Direct) and tagline, “Forward banking.”

The new spot positions Tangerine as “human” and empathetic to hard-working Canadians, said Rideout.

“The competition is very much focused on convenience and technology features,” she said. “Canadians expect technology features from us and I think we deliver on that. So we wanted to be known as the bank with a purpose.”

The ad is airing on TV nationally throughout the year and is being shown in Cineplex theatres. The campaign also includes out-of-home and digital, and Tangerine is looking at experiential components.

“The first phase is television, but [the campaign] has amazing footage and amazing reach, so there’s lot more we can do with it,” said Rideout.

PHD handled the media buy and the song was created by RMW.

See all comments Recent Comments
TangerineCanadaOrangeKey

Tangerine is giving a $50 dollar bonus for opening an account with them, just google “Tangerine Orange Key” and you will find the info, or go to http://www.tangerinecanadaorangekey.com

Friday, March 18 @ 3:15 pm |

Add a comment

You must be to comment.

Brands Articles

Coke targets foodies as consumers dodge sodas

As tastes evolve, Coke says it can be paired with more than pizza and wings

SoFresh embraces its Canuck roots

A dairy alternative brand tries to make its U.S.-grown ingredients more Canadian

Plan Canada refreshes Gifts of Hope

Annual giving campaign positioned as perfect gift for the hard-to-shop-for

Amazon unveils a store with no checkout

Sensors register shoppers' items and automatically charge them to Amazon app

Wake-Ups return after 65-year advertising slumber

A caffeine pill with broad consumer market ambitions

Pickle Barrel shows local food some love

Why the Ontario casual dining brand upped its focus on fresh ingredients

Tourisme Montreal apologizes in advance

The city's 375th birthday celebrations will likely wake the neighbours all year

Baton Rouge introduces revamped restaurant format

Ontario location the first to get new look of 18 planned through 2018

The bear necessities of Freedom’s rebranding

With a new name and mascot, a challenger telco takes a softer approach