Excerpts:

The campaign launched yesterday across Australia, Singapore, Hong Kong, Taiwan and Vietnam with television, print and out-of-home executions. It will launch in New Zealand in August.

 

Featuring Australian actor Simon Baker, the campaign sees him reprise his role as character Patrick Jane from US TV series The Mentalist under a licensing deal with Warner Bros.

 

The objective behind the campaign is to project a globally consistent campaign that builds on the development of ANZ's new global brand. This was formed in 2009 when the bank acquired a range of assets from the Royal Bank of Scotland.

 

There will be several executions launched over the coming year, supported by what the company says is a 'significant' media spend.