Don't go banking on Goldstein's future

Television viewers identify Ira Goldstein with ASB, the bank he promotes. Photo / Supplied

Love him or hate him, bumbling New York banker Ira Goldstein is among New Zealand television's most familiar faces.

But the future of the star of the ASB campaign is uncertain - with the bank's branding and marketing boss Deborah Simpson admitting his place in further campaigns was being "assessed."

"We're looking at our branding position moving forward," Simpson told The Independent. "We want to set it up for the next decade. Will Goldstein be the person or the campaign to take us there? I don't know yet but it will certainly be assessed."

Goldstein, played by American actor Steve Mellor, has been on our screens for a decade, making the campaign one of the country's longest-running.

David Walden, chief executive of TBWAWhybin, the agency behind the Goldstein series, was adamant the character wasn't going anywhere anytime soon.

"There does come a time when a campaign runs its course but we haven't got there yet with Goldstein," said Walden. "He's still an incredibly effective means for the bank."

He acknowledged familiarity can be a double-edged sword - and some may feel Goldstein has outstayed his welcome.

But he said if the character was to be replaced, it would have to be with something special.

Advertising consultant Martin Gillman of MGCom said the campaign's longevity was hugely impressive but assessing Goldstein's future was the right move.

"Successful brands are constantly innovating. Every campaign will run its course at some time or another, and 10 years is a long time."

In the wake of the financial crisis, many banks are reviewing their image, says Gillman.

Stumbling star:

* In the first Ira Goldstein ad in 2000, viewers were introduced to a bumbling New York banker (played by Steve Mellor) sent by his grumpy boss to "go to New Zealand and find out what makes that bank different".

* He went undercover to test ASB's services and, in later instalments, travelled the country and bought a home and started a business with the help of the bank.

* In 2004, the ads won the People's Choice AXIS Advertising Award for the third year running.

* In 2007, the Nielsen Consumer Finance Monitor found the ads were the most recognised on TV.