M+C Saatchi Abel, in partnership with client Standard Bank, launched the Private Promise campaign to tell a human story, one that is relatable and emotive. The campaign showcases the types of experiences that a wealthy life enables and expresses it as ‘living wealthy’'. It needed to be authentic. The advertisement zooms into people’s most intimate and recognisable moments as they celebrate the many benefits and joys of a wealthy life. We used the classic earworm ‘Favourite Things’ to subtly express that a wealthy life is one that’s filled with all your favourite things as well as having the time to experience that life with the people that mean the most to you.” The campaign comprises a 45-second television commercial, three 20-second customer value proposition-led TV commercials, three digital videos, a digital and social media campaign, out-of-home and digital out-of-home elements, and radio advertising.
