Bigger Picture Thinkers
Publicis Machine’s creative team has been hard at work developing a compelling communications campaign that positions one of their most valued clients, PSG, as the Financial Service’s ‘’Bigger Picture Thinkers’’. With a brilliant TV Ad, the team behind the campaign unequivocally communicates what makes PSG different to all the other financial service providers.
It has been just short of a year since Publicis Machine acquired the PSG above-the-line account, and the team, together with PSG, have been working determinedly to understand and shape PSG’s unique selling proposition within a highly-competitive space.
Publicis Machine has already re-imagined PSG’s online presence and delivered a compelling new digital face for the brand. This campaign is the next step on this journey to position PSG as a trusted and experienced partner in the financial services arena. This declaration is based on its unique ability to see the Bigger Picture, and having the courage to act on it.
The TV commercial
The Ad recreates the iconic story of Sir Stirling Moss and Denis Jenkinson in their famous win of the 1955 Mille Miglia race in Italy. The Creative team chose this celebrated story because it is a true reflection of PSG’s “Bigger Picture” approach.
The ad begins by showing that, while their competitors focussed on their cars in an attempt to ensure their victory, Sir Stirling Moss and Denis Jenkinson adopted a different approach; one which was more thorough, more visionary, more innovative and more collaborative. They introduced a game changer: the Roller-Map.
They drove the route three times prior to the race and meticulously plotted every twist and turn on a single roll of paper which they inserted into a Perspex box. The Roller-Map recorded every curve of the road for one thousand miles. They won the 1955 Mille Miglia in the fastest time ever, demonstrating that only by considering every detail is one able to see the bigger picture and know what really needs to be done in order to succeed.
Through the story of Moss and Jenkinson, Publicis Machine has effectively showcased that PSG has the vision and expertise to accomplish a positive, ambitious and successful end result, even if it means challenging the norm and doing things a little differently.
To see the ad go here: https://www.psg.co.za/about-us/psg-bigger-picture-thinkers