Jerry Seinfeld in ad campaign for Greater Building Society
9Jul09

From The Herald in Newcastle

NEWCASTLE’S Greater Building Society has scored an international coup by securing Jerry Seinfeld to be the face of a multimillion-dollar marketing campaign.

Seinfeld has only represented two other organisations in his career Microsoft and American Express but the Greater is said to have won Seinfeld because he liked their campaign concept.

Under the deal the American comedian and television star will appear in television, radio, print and web advertisements for the 250,000-member financial institution over the coming years.

There has been no word on how much the building society paid to secure the star except that it’s somewhere “between $10.50 and $10million”, the rumoured figure Seinfeld got from Microsoft.

Seinfeld was heavily involved in writing scripts for the campaign but because of his schedule the commercials were filmed just outside New York.

The small town, called Cedarhurst, was transformed to a typical Australian street with mock shopfront for the two-day shoot in May.

In the first of the series of commercials, Seinfeld sets up a stage outside a branch and entertains passers-by with his observational comedy as a segue into the benefits of banking with the Greater. The building society will launch the campaign today with the first commercial to appear on regional stations on Sunday night.

The campaign to secure Seinfeld started in January when Greater marketers pitched their idea to the star’s manager of 30 years, George Shapiro.

Greater marketing head John Dwyer said they had a shortlist of possible celebrity spokesmen but Seinfeld was at the top because his clean-cut yet cheeky style matched the brand.

“Jerry’s humour is all about everyday observations and at the Greater, we have historically used real customers in our marketing, all of whom make everyday observations about their relationship with the Greater,” he said.

“We didn’t think in our wildest dreams he would say yes.”

Mr Dwyer said Mr Shapiro loved the Greater’s proposal and emailed it to Seinfeld who responded a few days later to say he also loved the idea and was on board.

Seinfeld replaces former television journalist John Church as the face of the Greater.

Seinfeld is tipped to return to television later this year with a reality program about marriage.

You can view the series of Seinfeld commercials here on YouTube

Note: my agency works for a competing financial brand, so we’ll reserve judgement on the campaign. However, I’d like to hear what you think about the ads and about a regional building society hiring Seinfeld for their ads.

Over to you.

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Posted under Advertising

8 Responses to “Jerry Seinfeld in ad campaign for Greater Building Society”

Firstly, why pay big dollars to a celebrity and not run a national campaign, supported by online activity, and more importantly, the ability for new customers to apply online? Secondly, isn’t the role of a mutual to reinvest profits back into the community it operates in? More at: http://bankmarketer.blogspot.com

Comment by Charis Palmer on July 9th, 2009

If i were a member of The Greater, I would be wondering why they aren’t investing that money in making products more affordable for members! Thats what a Building Society are supposed to be about….

The Jerry adverts are in direct contrast to the previous John Church ‘What is a Mutual’ advertisments. Where they previously discussed being all about their members- this new direction and extravagent spending does not appear to have their members best interests at heart.

Comment by Cas on July 9th, 2009

While I can see that this campaign will perhaps raised the perceived status of the Greater, I can’t say that it impresses me particularly. The more “home-made” style ads with John Church emphasised the local, member-focused nature of building societies.

If the Greater wanted a celebrity, why couldn’t they find a local comedian to promote their brand. We certainly have a lot of talent in that area and it would be more in keeping with the building society concept of supporting the local community.

Comment by Susan @ Reading Upside Down on July 10th, 2009

He doesnt even drive a truck?

Comment by Danny on July 11th, 2009

I am very disappointed with the latest adverts featuring Jerry Seinfeld. I will certainly not refer business to this Banking Agency using this form of very fake advertising (very staged obviously not local) – Get real and use local People – I am quite disgusted. The whole compaign is very un-funny as well – work colleagues and family are all thinking the same and would not invest in the Greater as a result -if this agency has to resort to these tactics – Bad Move Greater and wrong advice from your advertising agency and Managers. And if you think this was a ploy to lure people back after this advertising campaign is sacked – sadly you have lost millions – My clients think you have lost the plot.
Jerky Seinfield is old news – sorry
cate marshall

Comment by Cate Marshall on July 20th, 2009

I thought the John Church ads had a major cringe factor and generally most of the ads over the last few years have been similar. And this is no better – despite John Dwyer thinking this a coup. I understand him and the BS (how aptly named) wanting to raise the status of the society but I agree with the comments above. How has this anything to do with the members and the service the society SHOULD be giving. I had been with the Greater for 17 yrs and closed my 2 accounts when despite all my finances being with them they wouldn’t even consider me for a loan and weren’t at all intereseted in my income. I had better luck with a credit union whom I had never banked with. They dont spend 10million dollars on advertising and just maintain the best deals they can for their members. Shame on you Greater BS

Comment by carolyn on January 3rd, 2010

We still cringe when we see Jerry Seinfeld promoting ‘the Greater’ and the ‘silly’ adverts pretending to be in Australia – it could still be quite laughable – although you are still showing these ads- Oooww!
Get some local people and show your local products – Get real and get your heads out of Hollywood or Las Vegas! Come On – We are Australian!

Comment by Cate Marshall on May 27th, 2010

[...] other runners, riders and pedestrians. I ran into local advertising agent John Church (the man Jerry Seinfeld replaced in The Greater TV ads) who looked a little bemused. Rugby league legend Paul Harragon drove into the carpark as I was [...]

Comment by First run in Vibram Five Finger shoes | Media Hunter on September 5th, 2011

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