Jerry Seinfeld new face of Greater Building Society
Comedian Jerry Seinfeld is set to be the new face of the Greater Building Society, as the star of a new marketing campaign for the company.
As one of Australia’s top 500 private companies, the Greater Building Society is set to build its profile, signing the comedy legend and actor to star in its new multi-year “As a Greater Customer” marketing campaign.
Chief executive officer Don Magin said the deal will see Seinfeld appear in a range of television, radio, print and web advertisements as well as other marketing materials.
In the first of the series of TV commercials, Seinfeld sets up a “back to basics” stage outside a Greater branch to entertain passers-by with commentary about real life issues as a segue into the benefits the Greater offers to its customers.
Magin said the campaign built on the Greater’s previous, highly successful, customer testimonial campaigns.
“As a mutual organisation, we exist for our members and provide them with competitive rates, low fees, innovative rewards and outstanding service,” he said.
“We believe that the exposure that Jerry Seinfeld will bring to the Greater will ensure that these benefits reach a much broader audience.”
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It’s good news for all of us in the comedy business when companies use humour to cut through the clutter.
As a Corporate Comedian and Hoax Speaker, my main ‘urging’ is for those same companies to use humour, not just in the B2C space, but also in the B2B area and in their internal communications eg at product launches, conferences and events. These less public forums are often neglected when it comes to getting the message across in a way that is dynamic and memorable – and which keeps the audience awake!
When I helped Coca Cola to launch Coke with Lime to their sales force, we gave the audience a real treat with a live hoax speech, where I pretended to be their International Vice President of Marketing, Elwood C Jefferson the Third.
Let’s keep the creativity and comedy coming!
Jerry Seinfeld is not funny; the ad is not funny; we don’t need American accents for our ads; I press Mute or change the channel every time the ad comes on.
The old :get a free holiday” ads were repetitious and even boring but these ones will probably lose you customers, rather than gain them.
The Jerry Seinfeld show was popular as he was surrounded by people who were funny/entertaining.
BIG MiSTAKE, this one.
Margaret Elphick