2008: Join the Resistance
September 26, 2019
By AHNZ
2008: Kiwibank adversing struck its chord framing the bank as heroic underdog taking back the country from foreign invaders using trench coats, fedora hats, and Morse code. It was a sort of re-imagined French Resistance. “We” were winning, “we” are taking control of our own interrogation.
2019: Ten years on Kiwibank’s big advertisement has been centred on ‘Kiwi Kath’. She’s the walking personification of everything kitsch and cliché about NZ; An anthropomorphic MacDonalds Kiwiburger wrapper!
Girlfriend vs Wife?
Yes, this really happened. In 2008 the hot new girl from the bank wanted to be your girlfriend and invite you to adventure. By 2019 Kiwibank was presenting itself in a marriage to you that came entangled with varous bits of the Government. It had become an insane Stepford Wife with kitsch and cliché in place of personality or soul!
Redacted
Early in 2019 the Kiwi Kath Campaign was abandoned to the dogs like a half-cooked sausage that fell of Kath’s BBQ. I think the criticisms made above started to sink in. Now you’ll be hard pressed to find any un-deleted remains online of this campaign. Besides, the marketing people had found a new angle to exploit in this era of Victimhood Culture…
Kiwibank dropped $50,000 and then $100,000 toward a mental health social media campaign. Mike King’s “I Am Hope” charity travelling lecture bus has pushed Kiwi Kath behind and given Kiwibank the love and affection it’s always craving.
Kiwibank might be handing $50,000 (since doubled to $100,000) over to charity, but it’s reaping many times that in benefits from its Facebook profile photo frame campaign, marketing experts say.”- Facebook campaign ‘bargain advertising’ for Kiwibank; Stuff
(This dream-run came to an abrupt interruption when the Christchurch Massacre stole the Victimhood Culture thunder.)
So we’ve gone from
“We” are taking back our country
TO
“We” are as bogan and devoid of authentic identity as you
TO (rapidly)
“We” are looking after your kid’s mental health.
“We” are “hope.”
So over 10 years, apparently, the New Zealand public has gone from patriotic proactive rebels to mentally ill ‘Kiwi Kath’ and Social Justice Warrior Mental Health charity case children.
When we snap out of this round of nonsense and see ourselves a new way, for better or worse, Kiwibank will certainly be there to say ‘Me too’ to that as well. Oh look, told you…
As of this week a new incarnation of actress Karen O’Leary is on our screens. This time she’s not shooting people and pavlovas with tomato sauce guns. ‘Mental health’ is now in the rear-view as Kiwibank tries to tap in to something they think is stronger than our love of our country…
“Over three million Kiwis are unknowingly backing Australia”- Kiwibank
…our hate of supporting Australians. It’s a focus-on-the-negative campaign strategy. This time the State Bank is trying to guilt and shame New Zealanders into consuming their product. The theme of Kiwis being manic and in need of mental health intervention continues its bizarre thread!
One thing that never changes about the State bank throughout its existence….
Kiwibank is constantly clamouring to tell the taxpayer’s (whose money it took and gambles with) that it is one of us. They’re desperate to keep finding ways to brand themselves as whatever *they* think *we* think we are. The ever-changing attempts to do though, especially during the course of 2019, have become desperate and embarrassing!
—
Image ref. Kiwis Join The Resistance (2008); Richard Gibson; Ogilvy NZ; Best Ads on TV
Image ref. ‘Over three million Kiwis are unknowingly backing Australia’; Retrieved from Kiwibank Facebook page
Note: Wonder who the Join The Resistance girl was? I suspect this girl was some French model flown in to lip-sync to a New Zealand woman’s audio track. We have never seen her before or since.
Note: Kiwibank was established by Labour 5.0 in May 2001
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