The campaign "The Not So Funny Gag," created for BBVA Banco Continental in Peru, delivers a subtle yet impactful brand proposition centered around trust and reliability within the financial sector. By positioning the BBVA Foundation as a socially responsible entity, the campaign underscores the bank’s commitment to meaningful, enduring contributions beyond standard banking services. This narrative approach aims to build an emotional connection, suggesting that the brand is not only a financial institution but also a pillar of community support and ethical engagement.
The market strategy reflects a careful understanding of the Peruvian audience’s skepticism toward financial institutions, particularly in 2013 when economic trust was a critical concern. Rather than a direct sales pitch, the campaign employs a narrative genre with a nuanced creative angle—using storytelling that likely resonates with viewers’ everyday experiences and social values. The title, "The Not So Funny Gag," hints at addressing misunderstandings or misconceptions, a tactic designed to engage viewers intellectually while fostering empathy. By leveraging a film medium and a local creative team, the campaign seeks authenticity and relevance in the Peruvian context.
Despite modest online engagement metrics, the campaign’s strategic emphasis lies in reinforcing BBVA’s position as a responsible and trustworthy financial partner through thoughtful storytelling. This approach aligns with the brand's broader objective of differentiating itself in a competitive market by emphasizing long-term values and social impact, rather than solely focusing on transactional banking products.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
The campaign title "The Not So Funny Gag" alongside the finance/banking context and narrative genre suggests an analogy in which a joke or gag represents a serious financial issue—likely illustrating how financial mishaps or irresponsibility, which some might initially dismiss or joke about, in reality carry dire consequences. The absence of direct product demonstration or explicit problem/solution framing, combined with the metaphor-laden campaign title, implies the ad uses symbolic storytelling or analogy (the "gag") to embody the financial risks BBVA seeks to help viewers avoid. This fits the Symbolize the Problem format, as the central creative device is representing abstract financial problems via relatable, metaphorical situations. See more: ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Interbank – Positioned as a customer-centric bank emphasizing innovation and convenience, Interbank focuses on digital banking solutions and accessible services aimed at younger, tech-savvy customers, promoting ease of use and modern financial products.
2. Scotiabank Perú – Leverages a strong international presence and financial expertise to serve both retail and corporate clients, highlighting secure, reliable banking with a wide range of credit and investment products tailored for growth and stability.
3. Banco de Crédito del Perú (BCP) – As the largest bank in Peru, BCP emphasizes comprehensive service coverage, trust, and financial leadership with a broad product portfolio and advanced digital platforms, targeting mass market and affluent customer segments.
4. Banco Falabella – Differentiates itself through synergy with the Falabella retail brand, offering convenient credit and financial services integrated into retail shopping experiences, focusing on retail consumers seeking accessible credit and loyalty benefits.
5. MiBanco – Positioned as a specialist in microfinance, MiBanco targets small entrepreneurs and underserved segments with tailored credit solutions, promoting financial inclusion and socio-economic development through personalized service and community engagement.
Q: What is The Not So Funny Gag about?
A: The Not So Funny Gag is a professional film campaign launched in Peru in 2013 for BBVA Banco Continental, created by the agency Volver d6. Directed by Ricardo Ghibellini and produced by Miércoles, the campaign uses a narrative-driven approach to address social responsibility within the finance sector. With creative leadership from Gonzalo Figari and a locally rooted team, the film employs compelling storytelling and impactful visuals to engage Peruvian audiences. The campaign’s central idea is to challenge perceptions of banking by highlighting the serious consequences of financial irresponsibility, positioning BBVA Banco Continental as a brand committed to ethical engagement and community support.
Q: What creative device does The Not So Funny Gag use?
A: The Not So Funny Gag employs the Symbolize the Problem format, as classified by Clapboard’s 12-format taxonomy. Rather than depicting financial issues directly, the campaign uses symbolic storytelling and analogy—specifically, a gag or joke that turns serious—to represent the real-world risks and consequences of financial missteps. This creative device allows the campaign to address complex financial topics in a relatable, metaphor-driven way, engaging viewers intellectually and emotionally while reinforcing the brand’s message of responsibility and trust.
Q: What is the campaign proposition for The Not So Funny Gag?
A: The campaign proposition for The Not So Funny Gag centers on positioning BBVA Banco Continental as a trustworthy and reliable financial partner, with a strong commitment to social responsibility through the BBVA Foundation. Targeted at a Peruvian audience historically skeptical of financial institutions, the campaign uses nuanced storytelling to foster empathy and emotional connection. By moving away from direct product promotion and focusing on meaningful, community-oriented values, the campaign seeks to differentiate BBVA in a competitive market, emphasizing long-term trust and ethical engagement over transactional messaging.
Q: How does The Not So Funny Gag rank in Clapboard's archive?
A: The Not So Funny Gag holds a Clapboard Campaign Score of 59/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as determined by Clapboard’s global ad archive.
Q: Who are the competitors in BBVA Banco Continental's category?
A: In the Peruvian banking and finance sector, BBVA Banco Continental faces competition from several key players. Interbank is recognized for its customer-centric approach and focus on digital innovation aimed at younger, tech-savvy clients. Scotiabank Perú leverages its international expertise to offer secure and reliable banking for both retail and corporate customers. Banco de Crédito del Perú (BCP) stands out as the country’s largest bank, emphasizing comprehensive service and financial leadership. Banco Falabella integrates financial services with retail experiences for accessible credit and loyalty benefits, while MiBanco specializes in microfinance, targeting small entrepreneurs and underserved communities with tailored credit solutions.
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