The campaign, by Clemenger BBDO Melbourne, aims to demonstrate the bank's commitment to understanding what's important to its customers.
NAB has launched the next iteration of its ‘More than money’ positioning, released in July last year.
In the spot, viewers are asked to participate in an ‘experiment’ of looking at the last five photos on their camera roll.
By doing this, NAB wants to remind people about what they value more than money, from moments with family to enjoying a hobby or time with a pet. The ad continues to take the more emotional route, similar to last year's ads.
NAB CMO Andrew Knott says the latest campaign is a great way of showing that NAB understands that its customers need to feel valued and supported.
"Our latest brand campaign does a brilliant job at prompting people to reflect on what is important in their lives. It is by understanding what is important to our customers that ensures we can help them get to where they want to go.”
Clemenger BBDO creative chairman James McGrath says the campaign is an exciting demonstration of the 'more than money' brand alignment, which replaced the 'More Give, Less Take' tagline.
"Following launch last year, we are proud as NAB’s communications partner, to create such an engaging campaign that really shows commitment from NAB for their new brand promise. This isn’t just a campaign, but brand body language," he says.
The campaign rolled out nationally through TV, digital, social and outdoor media.
The ad released in 2016:
