Canadian bank Tangerine portrays some people working really, really hard for their paycheck in this well-crafted spot. The ad, by John St., engages us with a series of vignettes of people in all kinds of occupations experiencing some of the frustrations and downsides of work -- we see a massage therapist with a grunting, hairy client, a baby throwing up on a caregiver, a taxi driver glancing at a passionate couple in the back seat, a news reporter geting swamped in sea water and more. It's all set to a military-style marching track, underlining the hard graft message.
However, the spot ends on a note of celebration, conveying the satisfaction of having done a hard day's work, as a woman walks out of her office smiling and switches off the light at the end of the day. The endline is "You work hard for your money. Does your bank?"
The camapign is the first for Tangerine since 2014, when it rebranded from ING Direct.