Ira Goldstein
Encyclopedia
Ira Goldstein is a fictional character played by Stephen Mellor, who appears in television
and radio commercial
s for ASB Bank
in New Zealand. The commercials were screened from January 2000 to October 2010 and were produced by TBWA
/ Whybin agency.
In the commercials, Goldstein works as an employee for a New York City
bank and is sent to New Zealand by his boss R. J. Lincoln to "find out what makes that bank different". 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. 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.
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.
/ Whybin, the Goldstein campaign would end.
In Ira's final commercial, which first screened on 27 September 2010, Ira is called back home to New York at the end of his New Zealand assignment, however, he cannot resist calling his ASB personal banker who reminds him of his (by now) huge bagel
business. Goldstein immediately returns to New Zealand to re-assume management of his bagel empire and once gain take possession of his palatial Auckland
home. Soon, however, his former boss arrives on his doorstep, destitute after being fired (possibly due to economic recession, although this is not clarified). Ira tells him to go to New York and find out what makes their bagels different, thereby turning the first commercial in the series on its head (Ira was originally ordered by his boss to go to New Zealand to find out what made ASB Bank different).
At its conclusion, the Goldstein campaign had produced approximately sixty commercials and had run for eleven years.
ASB Bank pulled the Ira Goldstein commercials 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 commercial that showed Goldstein comparing Rotorua's boiling mud pools to the opening of the World Trade Center was altered in the wake of "9/11". The line of dialogue in question was changed to one where Goldstein merely commented on the presence of the mud.
Television advertisement
A television advertisement or television commercial, often just commercial, advert, ad, or ad-film – is a span of television programming produced and paid for by an organization that conveys a message, typically one intended to market a product...
and radio commercial
Radio commercial
Commercial radio stations make most of their revenue selling “airtime” to advertisers. Of total media expenditures, radio accounts for 6.9%. Radio advertisements or “spots” are available when a business or service provides valuable consideration, usually cash, in exchange for the station airing...
s for ASB Bank
ASB Bank
ASB is a New Zealand bank owned by the Commonwealth Bank of Australia, which is listed on the Australian Stock Exchange. It is one of the largest New Zealand banks, with branches throughout the country. It operates BankDirect, a branchless banking service that provides service via phone, Internet,...
in New Zealand. The commercials were screened from January 2000 to October 2010 and were produced by TBWA
TBWA
TBWA Worldwide is an international advertising agency whose headquarters are in Midtown Manhattan, New York City, United States. The Agency is a unit of Omnicom Group, the world's largest advertising agency holding company. It was founded in 1970 in Paris, France, by William G...
/ Whybin agency.
In the commercials, Goldstein works as an employee for a New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
bank and is sent to New Zealand by his boss R. J. Lincoln to "find out what makes that bank different". 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. 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.
Personal life
Goldstein is a high-flyer, single and lives in a palatial AucklandAuckland
The Auckland metropolitan area , in the North Island of New Zealand, is the largest and most populous urban area in the country with residents, percent of the country's population. Auckland also has the largest Polynesian population of any city in the world...
home. However Goldstein's own car is an unlikely element of surprise. Rather than an expensive late-model one, he was shown over 2006
2006 in television
2006 in television may refer to:*2006 in American television*2006 in Australian television*2006 in British television*2006 in Canadian television*2006 in Japanese television...
-2007
2007 in television
2007 in television may refer to:*2007 in American television*2007 in Australian television*2007 in British television*2007 in Canadian television*2007 in Japanese television...
chauffeuring his boss around Auckland in a metallic-brown 1979 Leyland Princess
Leyland Princess
The Princess is a family car that was produced in the United Kingdom by British Leyland from 1975 until 1981. The car inherited a front-wheel drive / transverse engine configuration from its predecessor, the BMC ADO17 range...
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.
Awards
The Goldstein series has won several awards from the Communications Association Agency New Zealand (CAANZ). The first award came in 2001, with the 'Herd' of Chickens commercial receiving the Highly Commended award. The Sustained Success Bronze award and the Consumer Services Gold award were received in 2002. In 2003 the campaign received the CAANZ People's Choice Award and the Sustained Success bronze award. 2004 saw the bronze award for the Switching - Easy radio commercial and another People's Choice Award for the campaign.Campaign end
On 26 June 2010, it was announced that due to ASB Bank dropping advertising agency TBWATBWA
TBWA Worldwide is an international advertising agency whose headquarters are in Midtown Manhattan, New York City, United States. The Agency is a unit of Omnicom Group, the world's largest advertising agency holding company. It was founded in 1970 in Paris, France, by William G...
/ Whybin, the Goldstein campaign would end.
In Ira's final commercial, which first screened on 27 September 2010, Ira is called back home to New York at the end of his New Zealand assignment, however, he cannot resist calling his ASB personal banker who reminds him of his (by now) huge bagel
Bagel
A bagel is a bread product, traditionally shaped by hand into the form of a ring from yeasted wheat dough, roughly hand-sized, which is first boiled for a short time in water and then baked. The result is a dense, chewy, doughy interior with a browned and sometimes crisp exterior...
business. Goldstein immediately returns to New Zealand to re-assume management of his bagel empire and once gain take possession of his palatial Auckland
Auckland
The Auckland metropolitan area , in the North Island of New Zealand, is the largest and most populous urban area in the country with residents, percent of the country's population. Auckland also has the largest Polynesian population of any city in the world...
home. Soon, however, his former boss arrives on his doorstep, destitute after being fired (possibly due to economic recession, although this is not clarified). Ira tells him to go to New York and find out what makes their bagels different, thereby turning the first commercial in the series on its head (Ira was originally ordered by his boss to go to New Zealand to find out what made ASB Bank different).
At its conclusion, the Goldstein campaign had produced approximately sixty commercials and had run for eleven years.
Controversy
There was initial resistance to the advertising character from New Zealand's Jewish community, who perceived Goldstein as an unfortunate stereotype. The popularity and success of the character has, however, largely mollified any initial concerns.ASB Bank pulled the Ira Goldstein commercials from air for several weeks following the World Trade Center
World Trade Center
The original World Trade Center was a complex with seven buildings featuring landmark twin towers in Lower Manhattan, New York City, United States. The complex opened on April 4, 1973, and was destroyed in 2001 during the September 11 attacks. The site is currently being rebuilt with five new...
attacks of September 2001, out of respect and for fear of causing offence with their image of a bumbling New York banker.
Also, one commercial that showed Goldstein comparing Rotorua's boiling mud pools to the opening of the World Trade Center was altered in the wake of "9/11". The line of dialogue in question was changed to one where Goldstein merely commented on the presence of the mud.