Cutwater and Axos Bank know you’re getting robbed


By thesanfranciscoegotist / /

Everyone knows the feeling of being robbed by their bank. That’s the premise behind Cutwater’s latest work for Axos Bank.

We’ve seen a billion “Our bank puts clients first!” spots, but this one puts a nice, funny spin on that idea. Other spots in this campaign, directed by Hungry Man’s Craig Brownrigg, feature confused customers describing their banker to a police sketch artist, the robbery from the point-of-view of the bank security cameras, and an awkward conversation between a larcenous teller and an unsuspecting customer. 

In addition to the spots, the campaign also includes ‘wanted’ posters that will be distributed across social platforms, as well as native placements featuring the (fake) security camera footage of the ‘robbery’ along with a parody news story.
“​We are thrilled to have the opportunity to introduce Axos Bank to the world, ” said Chuck McBride, Founder and Chief Creative Officer at Cutwater. “From the onset of our relationship, Axos championed our ideas which ultimately made this campaign a joy to bring to life.”
Creative Credits:
Founder, Chief Creative Officer – Chuck McBride
President, Principal – Christian Hughes
Creative Director – Sean Flores
Copywriter – Andrew Singleton
Uma Mantravadi – Strategist
Executive Producer – Michael Huntley
Media Director – ​Pip Bingemann
Digital Media Manager​ ​- Drew Prescott
Media Coordinator – Mackenzie Dowling
Account Supervisor – John Gilchrist


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