Axos Bank: Don't Get Robbed by Your Bank by Cutwater

Some banks take money from customers at every opportunity, between ATM charges and hidden monthly maintenance fees. If a bank implements high or hidden fees, those customers can feel like they’re being robbed every month.

The newest work from Axos Bank takes the concept quite literally, with bank employees wearing ski masks and robbing the customers​. The quirky campaign, titled ‘Banker Robbers,’ starts as a classic movie-style bank heist, except the thieves are the bank employees and the victims are the customers. The tellers throw on masks, hop over the counters and run through the lobby, snatching money from customers’ hands, all while maintaining the artificial politeness one might find in an average bank branch.

Other spots in the campaign, created by Cutwater and directed by Hungry Man’s Craig Brownrigg, feature the robbing theme. One has a confused customer describing her banker to a police sketch artist, complete with a nametag. Another features an awkward conversation between a larcenous, yet familiar and polite, teller and an unsuspecting customer, while a different angle shows the robbery from the point-of-view of the bank security cameras.

In addition to the video spots, the campaign also includes ‘wanted’ posters that will be distributed across social platforms, as well as native placements featuring the (fake) security camera footage of the ‘robbery’ along with a parody news story.