Abdulla Miya, MD of Net#work BBDO, says this is exactly what they set out to achieve - the recognition that Nedbank has taken a new direction and has moved away from being perceived as an elitist bank. "With this TV ad in particular, we are making an actual difference in these children's lives and showing that commercials can do more than just sell a brand."
Against a backdrop of a dilapidated building, the commercial used the 'Oliver Twist' theme. Street children poignantly encourage shoppers to buy them items ranging from bread and milk to blue eye shadow and long-lasting hair colour (in burgundy) by asking people to use Nedbank's Children Affinity credit card, debit card or cheque book.
For every rand spent, Nedbank will make a contribution to the Nelson Mandela Children's Fund.
