Nedbank’s #GetMoneyFit campaign redefines banking communication by framing financial discipline as an athletic pursuit, where money is not just managed but ‘trained’ like a champion.
Why does this ad stand out for us?
By adopting the energy of sports cinematography (courtesy of director Gray), the ad transcends typical banking clichés. No graphs, no jargon, just visceral visuals that equate financial fitness with physical endurance. This metaphor lands perfectly in South Africa’s sports-passionate culture.
Also, the campaign taps into universal drivers: ambition, discipline, and the pursuit of “personal bests.” It reframes money as an extension of self-improvement, not a dry obligation but a rewarding challenge.
In terms of strategic simplicity, the message cuts through noise. Every frame serves the core idea: Financial health requires effort, and Nedbank is your coach.
Launched in June 2025 (mid-year, when resolutions waver), #GetMoneyFit reinvigorates commitment, leveraging both the grit of athletic struggle and the optimism of growth.
Credits
Brand: Nedbank
Advertisement Agency: Joe Public
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