"Bank Your Time"

17 May 2024

3 mins

A new Christmas Carol.

Who knew that South African financial services group Nedbank were fans of the Proclaimers? A cover of 'I'm Gonna Be (500 Miles)' drives this commercial from agency Joe Public and director Greg Gray, who condenses a life not lived into three minutes.

On his way home from work, the protagonist—a man you would guess is not far from retirement—says: "If I had had more time, I would have spent it differently." As he watches his younger self in a decades-long flashback, it's easy to see why.

He works late, cancels plans with friends, and misses more family occasions than he attends. As a result, he never sees his daughter grow up, only catches glimpses of her before he goes back to work.

The flashback—aided by some woozy, impressionistic camerawork—ends just after he learns he's to be a grandfather. Does he deserve to be one? He wonders that himself, so he does what he should have done a long time ago: put work in the rear-view mirror.

Sure, those long hours must have earned him a pretty penny, but the brand encourage customers to be well-rounded individuals, not just well-compensated ones.

South Africa

Financial Services