Please note: This website includes an accessibility system. Press Control-F11 to adjust the website to people with visual disabilities who are using a screen reader; Press Control-F10 to open an accessibility menu.

Complaints Decisions

Financial

Agency:
Reference:
26401
Product:
Financial
Advertiser:
AIB
Influencer:
Medium:
Radio/Television
Codes:
2.4(c), 4.1, 4.4, 4.9
The advertising referred to the following:

Radio:

Female Voiceover: “Brave knows when opportunity presents itself, you have to move quickly to grasp it. That’s why at AIB small business and farming customers can now get approval on new business loans and overdraft requests of up to €30,000 in 48 hours. It’s just one of the ways we’re backing brave. Find out how AIB can back you, in branch, on the phone, at 1890 47 88 33 or online at aib.ie”

Male Voiceover: “Lending criteria terms and conditions apply. 48 hours starts upon receipt of all required information. Excludes weekends and bank holidays. It may take longer for customers experiencing financial difficulties. Allied Irish Banks P.L.C. is regulated by the Central Bank of Ireland.”

Television:

The advertisement opens with the face of a digital clock depicting the time as being 5.59am. Various scenes follow. A farmer milks his cows. A man fixes a gutter. Workers in a coffee shop make coffee. A plumber fixes the pipes in a bathroom. Buses are being driven through a busy street. Beauty therapists work in a salon. Machinists work in a factory making clothes and other workers go about doing their daily tasks as normal.

The scenes described above are accompanied by a female voiceover and for a time the following text appears on screen:
“Our customers have received a gratuity. Allied Irish Banks P.L.C., is regulated by the Central Bank.”

Female Voiceover: “Brave. Let’s talk about brave. Brave gets up at 6, zips up its fleece and is on the road while it’s still dark. Brave fixes gutters, fills tanks and coffee cups. Brave keeps going through weekends and evenings. And as a result of brave, wages get paid, families reared, and main streets bustle. At AIB, we know all small businesses need to be brave. So we’re backing brave with a program of initiatives for small businesses and farmers. So here’s the deal: You go out and keep making, innovating, enduring and being brave and at AIB we’ll back you.”

The final on-screen text which is accompanied by the AIB Logo reads:

“# Backed by AIB. WE’RE BACKING BRAVE.
In branch. On the phone. Online.”