Bank Cler AI Ads: A Fresh Take on Clichés in Sports Commentary
For the Ice Hockey World Championship, Neu Creative Agency produced two TV commercials for Bank Cler—in the style of live interviews from the sidelines, humorously exaggerated, and created in-house using AI.
During the Ice Hockey World Championship, Bank Cler aired TV commercials that were produced specifically for broadcast during live coverage. The Bank Cler AI commercials, developed by Neu Creative Agency, parody the typical sideline sports interview—with wit and a knack for timing.
Sports Interviews as a Source of Inspiration
Sports interviews are as much a part of sports coverage as ice is to an arena—and they’re often just as full of clichés and stock phrases as they are entertaining. It was precisely this insight that served as the creative foundation for two TV commercials in German and French, developed and produced by Neu Creative Agency. The spots are presented in the style of real live interviews from the sidelines and humorously exaggerate this interview genre.
These individual spots, aired in contextually relevant settings and at key moments, support Bank Cler’s ongoing image campaign, through which the bank positions itself as a provider that brings clarity to financial matters. The so-called live interviews were shown, among other places, during a commercial break in the broadcast of the Switzerland vs. Norway semifinal on Swiss television.
Bank Cler AI Ads: Transparency in the Use of Generative Technology
The commercials were produced in-house by Neu Creative Agency using AI and were appropriately labeled for broadcast. Gregor Eicher, Head of Marketing & Sales at Bank Cler, explains: «We are generally very cautious about using AI, especially when it comes to depicting people. When authenticity is required, we generally rule out generative creation; in any case, we transparently label our content when it is AI-generated. We’ve learned a lot again during the production process and the necessary fine-tuning.»
What would have been impossible using traditional methods
AI made it possible to create footage in a realistic-looking setting that would not have been feasible using traditional production methods. Simon Rehsche of Neu Creative Agency adds: «In this case, we were able to produce a film set in a realistic-looking environment—something that would have been impossible using traditional methods—and the campaign humorously brings together the current context with a specific insight.»
Learn more about Bank Cler and its branding campaign at www.cler.ch.
Responsible at Bank Cler: Gregor Eicher, Head of Marketing & Sales. Neu Creative Agency: Simon Rehsche, Nico Ammann, Fadi Nemr. Media: phd.
