The Drum Awards for Marketing - Extended Deadline

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By Amy Houston, Senior Reporter

March 23, 2023 | 2 min read

Agency Rethink’s debut for the banking brand was directed by Nick Ball.

Canadian direct bank Tangerine has people jumping through literal hoops in a bleak gray ad that channels the dystopian thriller Severance, while positioning the company as forward-thinking, with user-friendly products and more personable customer service.

In ‘Jumping Through Hoops,’ viewers see a worn-out-looking man going about his normal daily life. He begins by catching the train to work before making his way to the office where he is surrounded by paperwork. Each step of the way he frustratingly has various hoops to physically get through, which leaves him visibly exhausted looking.

Everything the protagonist comes into contact with is gray and bland, giving the spot an eerie feel. Alex Bickle, who worked on Oscar-winning film Everything Everywhere All At Once, graded the ad.

“We thought through every creative detail with ‘jumping through hoops’ in mind,” said Nicole German, chief marketing officer at Tangerine. “The set design had to be totally bleak. For our main talent, we found the most exhausted-looking man in the world. For music, we needed a song that was hopeful in contrast to the visuals. Those choices build to when our main character finds a better way to get around hoops.”

Nick Ball worked as the film director on the project, his previous work includes Ikea’s recent ‘Troll’ ad.

The campaign will run from March to May this year.

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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