Jumping Through Hoops - Tangerine | Clapboard Ad Archive

Jumping Through Hoops from Tangerine, developed by Rethink for the Canadian banking sector in 2023, attacks the entrenched irritations that define mainstream financial services by transforming the needless complexities of banking into visceral, highly visual metaphor — a relentless ordeal of physical hoops that customers are told not to attempt because, as the campaign dryly notes, the process is taxing, cumbersome, and frankly really annoying. Streamlining and user-centricity are the stated ethos, and this campaign carves out territory for Tangerine as the challenger brand that actively questions — instead of simply automating or prettifying — the bureaucratic rituals consumers have resigned themselves to in finance. The core creative idea is an unmissable dramatization: instead of reciting a list of banking pain points, Tangerine dials in a singular, sticky image that makes the audience wince in recognition, then reframe the question to ask whether these hoops ought to exist at all. Where category giants like RBC or BMO bathe their complexity in the trappings of innovation and personal wealth management, Tangerine carves away the fat, telling consumers to opt out of the grind altogether — a radical stance when friction is so deeply normalized in Canadian banking. The campaign fits neatly within what Clapboard's taxonomy defines as FORMAT#3—Symbolize the Problem, using the repeated, exaggerated device of hoop-jumping as an instantly graspable analogy for everyday inefficiencies, and leaving the film unburdened by expositional explanations, user testimonials, or product demos. The message, more philosophically pointed than outright promotional, hands authority over to the audience: why do these barriers persist, and would you tolerate them if you could see them this clearly? The result is not a heroic tale or a parade of success stories, but a sharp, concise provocation that lands cleanly in a crowded, complacent market. Clapboard rates this 58/100. As more financial brands vie for attention by layering on new product features or digital tools, Tangerine’s willingness to interrogate the fundamental structure of banking experience signals a growing market appetite for brands that champion not just better solutions, but the irrelevance of the problem itself.