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Birthing new businesses
"Nurturing a business is not exactly dissimilar to raising a child," says Net#work BBDO creative head Slade Gill, "so it became a most compelling insight to display Nedbank's particular strength in partnering business people for sustained growth." The result? Various scenes that draw the parallels between the challenges of raising a child and the challenges facing business people in the new Nedbank Business Banking television commercial.
A proud new father bursts out of the delivery room and announces to assembled family that the new baby is - no, not a boy or girl, but a "Pty Limited". A father reading to his son in business terminology represents developing a deeper understanding of business and succession planning. A couple thinking about getting engaged represents a potential business merger and a boy in a school uniform that is too small for him shows exceptional growth.
The pay off line is: "If you need a banking partner that understands growth - make things happen with Nedbank Business Banking".
Concludes Gill, "Other banks tend to just talk about being a business partner, whereas in this commercial we have tried to demonstrate Nedbank's long term support and commitment to anyone who owns a business."
