Shenzhen Development Bank's new TV campaign breaks cliche banking ads in China

The TVC campaign named "Deeper" — which tells the story of a diving coach leading the students to explore the natural wonders under the sea — emphasises SDB's differentiation from its competitors and tactically combines "Deep" (which plays on SDB's Chinese name with consumer insight, revealing the idea that with deeper understanding of consumers' demands,

Sarah Yi, group creative director at McCann Erickson Guangming Guangzhou said the TVC is a breakthrough among the clichéd creative format for the bank industry in China, as it completely abandons the idea of busy cities or bank branches.

"The client does not want a conventional and boring hard-sell advertisement," she said. "instead we opt for the soul-moving visuals and music to bring out the bank's role as a professional and reliable partner for helping customers to manage their financial investments, and to guide them through the sometimes risky and complicated investment world."

Credits:
Project Deeper
Client Shenzhen Development Bank
Creative agency McCann Erickson Guangzhou
Creative team Sarah Yi, Bobby Tan, Sinkon Wu, Leo Kwan
Account servicing Angela Guo, Crystal Lam
Producer Jane Zeng
Production company G Production
Director Huhei
Media Agency Mediacom
Exposure Television, OOH