Commonwealth Bank, the brand behind the What is Can't initiative, has launched what is believed to be the final pieces of the teaser assault, with a jigsaw puzzle and more videos completing the lead-up campaign.
Yesterday, AdNews tipped the brand behind the campaign as Commonwealth Bank, which sources say will turn the negative 'Can't' positioning around to become a positive, 'Can'.
The campaign is the first work M&C Saatchi has done for Commonwealth Bank since winning the business earlier in the year.
The videos and the images of the jigsaw activation were sent to AdNews via email from a mystery address.
While the name of the brand behind the campaign has not been officially revealed as Commonwealth Bank, industry sources have confirmed CommBank is in fact the advertiser behind the initiative.
Journalists have this morning been invited to an event where all will be revealed, however the name of the brand cannot be revealed officially until Sunday.
CommBank's marketing boss has declined to show his company's hand early, telling AdNews earlier in the week “Can't comment”.
It is believed CommBank held an event last night where Lark revealed the campaign to media executives.
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