Westpac definitely not heroes, critics say

WESTPAC should be spending millions on delivering services to customers instead of wasting it on slick advertising campaigns featuring David Bowie songs, critics say.

Scenes from Westpac’s latest TV advertisement, to the tune of David Bowie’s Heroes

WESTPAC should be spending millions on delivering services to customers instead of wasting it on slick advertising campaigns featuring David Bowie songs, critics say.

The bank’s reputation has been trashed after revelations this week in the Royal Commission that it gave dud advice to a nurse who lost her family home.

And while evidence of the bank’s misdeeds have played out, the bank’s emotional “Help. It’s what Australians do.” campaign has been running on national prime time television.

Westpac paid up to $200,000 for the rights to Bowie’s song and the ad’s production would have been up to $1 million.

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Westpac advertising.

Steven Allen, media analyst of Fusion Strategy, said the bank wasted its money.

“They should have just put this on a shelf and waited until it all settles down,” he said.

“There is deep distrust of the banks and that has only been heightened by this inquiry.”

The ad was created by Mark Molloy, the LA based director dubbed as one the best in the world.

It features scenes of a Westpac helicopter rescues a woman in flood waters, a neighbour helping give birth to a baby, a wheelchair basketballer helping an opposition player who fell and a worker running to their mate’s aid in a near miss on the building site of the Sydney Harbour Bridge.

There is not one image of a bank or mention of financial products in the advertisement.

Victorian Trades Hall Council secretary said: “Westpac are far more like villains these days than they are heroes. Whoever made this ad has never met a Westpac banker.”

Witness Jacqueline McDowall leaves the banking services royal commission in Melbourne this week. Picture: AAP Image/Julian Smith

Westpac victim Jacqueline McDowall told the Royal Commission this week that she lost her Narre Warren family home based on dodgy advice from the bank.

The Westpac banker received $30,000 in fees for the advice.

Gerard Brody, CEO Consumer Action Law Centre, said Westpac’s behaviour had ruined lives.

“Instead of marketing spend, Westpac should be spending money on putting things right — compensating Australians who’ve been ripped off by their bad behaviour,” he said.

Martine Jager, Westpac Group Chief Digital & Marketing Officer, said the campaign was part of a long-term strategy.

“Work on this campaign began about a year ago. We made a conscious decision to launch our latest work on 8 April, as it is the date the Bank of NSW opened for business,” she said.

“For many Australians, helping others in a moment of need plays an important part in defining the Australian character.”

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