What Ella Wants - Bank of New Zealand | Clapboard Ad Archive

Bank of New Zealand’s 2019 campaign What Ella Wants, created by BBDO for the New Zealand finance market, uses a singular film asset to deliver a focused narrative that elevates the brand’s role in supporting the financial ambitions of everyday New Zealanders, with a particular emphasis on women’s empowerment and financial independence. The campaign centers on Ella as a relatable archetype, embodying the hopes and pragmatic desires of the target audience, and positions Bank of New Zealand not simply as a transactional institution but as a facilitator of personal progress and confidence. This user-centric storytelling approach sits squarely in Clapboard’s FORMAT#10 ASSOCIATED USER IMAGERY, leveraging the power of identification and aspiration rather than traditional problem-solution or competitive framing. By choosing film, BBDO taps into the emotional resonance and cinematic engagement necessary to build trust and deepen brand loyalty in a crowded financial services landscape where differentiation is critical. The narrative unfolds with careful attention to contemporary values and evolving financial needs, reflecting a modern, progressive outlook that aligns with the brand’s commitment to customer-centricity. What Ella Wants eschews celebrity endorsements or overt symbolic devices, relying instead on the authenticity of Ella’s profile to connect with viewers on a personal level and invite them to reflect on their own financial aspirations. The campaign’s visual and thematic elements combine to create a memorable and emotionally charged message that highlights the bank’s supportive presence in the pursuit of life goals, reinforcing its position as a forward-thinking partner in finance. Clapboard rates this campaign 63/100. What Ella Wants matters to the industry because it demonstrates how financial brands can humanize banking through intimate, character-driven storytelling that prioritizes customer identification over product features, signaling a shift toward more empathetic engagement strategies in the sector.