Ira Goldstein
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| Ira Goldstein | |
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| Commercial information | |
| First Appearance | January 2000 |
| Company | ASB Bank |
| Advertisement Agency | TBWA\Whybin |
| Media | Television, Radio |
| Actor | Stephen Mellor |
| Country | New Zealand, United States |
| Last Appearance | Still current as of 2007 |
Ira Goldstein is a fictional character, played by Stephen Mellor[1], 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 TBWA\Whybin agency.[2]
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".[3] 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.[4] 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.
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[edit] Awards
The Goldstein series has won several awards from the Communications Association Agency New Zealand (CAANZ).[5] 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.
[edit] 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 in 2006 chauffeuring his boss around Auckland in a metallic-brown 1979 Leyland Princess 2000 HL.
Goldstein also has difficulty at one particular branch due to his attraction to a female worker at the bank.[3]
[edit] Controversy
The appearance of Goldstein as a Jew has raised concerns from the New Zealand Jewish community who feel that Goldstein represents negative aspects of Jewish people.[3]
The only hints of Goldstein being a Jew are his name and his business involving bagels. The advertisements have not confirmed Goldstein's ethnicity.
[edit] References
- ^ PlateOfChips.com. Ira Goldstein: Time To Die. Retrieved on 2006-12-28.
- ^ About Us. Retrieved on 2006-12-27.
- ^ a b c Open-site.org. ASB Bank. Retrieved on 2006-12-28.
- ^ Duncan's TV Ad Land. ASB Ira Goldstein. Retrieved on 2006-12-28.
- ^ Communications Association Agency New Zealand. Awards for Client ASB Bank. Retrieved on 2006-12-28.
[edit] External links
- Ira Goldstein - history on asbbank.co.nz
- Stephen Mellor at the Internet Movie Database
