Bank Cler AI Campaign Featuring Soccer Coach Clichés
Following the success of its AI-generated hockey interviews, Bank Cler is expanding the format: Neu Creative Agency is now producing commercials featuring fictional soccer coaches—same concept, new sport.
Bank Cler AI Campaign: Clichés as a Stylistic Device
Bank Cler is continuing its Bank Cler AI campaign—and switching up the sport. Following the AI-generated interviews with fictional ice hockey coaches—which were broadcast on television during live coverage of the Ice Hockey World Championship and garnered many positive reactions—soccer coaches are now taking center stage. The format is once again being produced by Neu Creative Agency, which previously developed and produced the concept for the ice hockey spots.
The new commercials follow the same concept as their predecessors: fictional coaches speak in typical sports clichés—exaggerated, entertaining, and anything but clear in terms of content. It is precisely this deliberate ambiguity that contrasts with Bank Cler’s brand essence; through its image campaign, the bank positions itself as one that provides financial clarity.
Soccer as a New Context for the AI Format
The decision to switch to soccer in light of current events is an obvious one: The format thrives on the recognizability of certain sports and their typical communication patterns. Soccer coaches are considered a particularly rich source of clichés and meaningless statements—fertile ground for the campaign’s satirical concept.
The commercials are shown online in relevant contexts and appeal to an audience that follows the sport and understands the context of the coaches’ exaggerated statements.
https://vimeo.com/manage/videos/1202478439
https://vimeo.com/manage/videos/1202477204/5e853eaa75
Continuity as a Strategy
The fact that Bank Cler is continuing this format following its success with the hockey campaign shows that AI-generated content is increasingly being used as a permanent production tool in day-to-day campaigns—not just as a one-time experiment. The use of artificial intelligence makes it possible to respond promptly to current sporting events and to adapt the creative concept flexibly to new contexts.
Responsible at Bank Cler: Gregor Eicher, Barbara Tanner. Neu Creative Agency: Simon Rehsche (Neu Creative Agency), Nico Ammann (Neu Creative Agency), Fabienne Schoberth (Neu Creative Agency). Media: PHD.
