Ira Goldstein

Ira Goldstein is a fictional character played by Steve Mellor, who appears in television and radio commercials for New Zealand bank ASB Bank. The commercials have been screened since January 2000 and are produced by TBWAWhybin agency. [cite web| url=http://www.whybintbwa.co.nz/start.sm |title=About Us |accessdate=2006-12-27|author-TBWAWhybin]

In the commercials, Goldstein works as an employee for a New York City bank and is sent to New Zealand by his boss to "find out what makes that bank different".cite web |url=http://open-site.org/Arts/Television/Commercials/Banking/ |title=ASB Bank |accessdate=2006-12-28 |author=Open-site.org] The first commercial in the series features Goldstein explaining to his boss that people perceive all banks to be the same, with one exception - the ASB Bank.cite web| url=http://theinspirationroom.com/daily/2005/asb-auckland-savings-bank-ira-goldstein|title=ASB Ira Goldstein |accessdate=2006-12-28 |author=The Inspiration Room Daily] Initially, Goldstein's boss believes his bank is the one exception until he finds out it is located in New Zealand, to his bewilderment.

His boss appears in most advertisements, usually by telephone from his New York office. However he does make visits to New Zealand to meet Goldstein, and to check up on him.

Awards

The Goldstein series has won several awards from the Communications Association Agency New Zealand (CAANZ).cite web |url=http://www.caanz.co.nz/v2/awards.asp |title=Awards for Client ASB Bank |accessdate=2006-12-28 |author=Communications Association Agency New Zealand] The first award came in 2001, with the [http://www.caanz.co.nz/v2/winnerpopup.asp?awardType=AXIS&year=2001&cat=&catID=46&ID=324 'Herd' of Chickens] commercial receiving the Highly Commended award. The [http://www.caanz.co.nz/v2/winnerpopup.asp?awardType=EFFIE&year=2002&cat=&catID=46&ID=38 Sustained Success Bronze award] and the [http://www.caanz.co.nz/v2/winnerpopup.asp?awardType=EFFIE&year=2002&cat=&catID=46&ID=22 Consumer Services Gold award] were received in 2002. In 2003 [http://www.caanz.co.nz/v2/winnerpopup.asp?awardType=AXIS&year=2003&cat=&catID=46&ID=368 the campaign] received the CAANZ People's Choice Award and the [http://www.caanz.co.nz/v2/winnerpopup.asp?awardType=EFFIE&year=2003&cat=&catID=46&ID=71 Sustained Success bronze award] . 2004 saw the bronze award for the [http://www.caanz.co.nz/v2/winnerpopup.asp?awardType=AXIS&year=2004&cat=&catID=46&ID=960 Switching - Easy] radio commercial and another People's Choice Award for [http://www.caanz.co.nz/v2/winnerpopup.asp?awardType=AXIS&year=2004&cat=&catID=46&ID=1007 the campaign] .

Personal life

Goldstein is a high-flyer, single and lives in a palatial Auckland home. However Goldstein's own car is an unlikely element of surprise. Rather than an expensive late-model one, he was shown over 2006-2007 chauffeuring his boss around Auckland in a metallic-brown 1979 Leyland Princess 2000 HL. Since moving to New Zealand to investigate ASB, Goldstein has started his own business and purchased property (presumably thanks to the helpful bank), but must always keep his activities under wraps when his boss is around.

Goldstein also has difficulty at one particular branch due to his attraction to a female worker at the bank.

Controversy

ASB Bank pulled the Ira Goldstein ads from air for several weeks following the World Trade Center attacks of September 2001, out of respect and for fear of causing offence with their image of a bumbling New York banker.

Also, one ad that showed Goldstein comparing Rotorua's boilling mud pools to the opening of the World Trade Centre was altered in the wake of "9/11". The line of dialogue in question was changed to one where Goldstein merely commented on the presance of the mud.

References

External links

* [http://www.asbbank.co.nz/story6584.asp Ira Goldstein - history] on asbbank.co.nz
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