In this commercial we see someone taking new pay-with-a-phone technology granted and misusing it (as people always do five minutes after any new tech comes out).

We see a guy phone-pay for something at the counter without taking his phone from his ear, and without stopping his phone call – the server can’t believe that this rudeness is what people do now.

Australia has the highest smart phone usage per capita in the world.

It also has one of the highest usages of tap & pay cards in the world.

But phone payments hadn’t yet taken off. The country was ready – it just needed a push.

In addition, there was a big tonal consideration. Australians hate brands that brag and big themselves up. So a self-deprecating tone was used that meant ANZ could show off its phone-pay technology without appearing to take itself too seriously.