Chinabank leans on Miss Universe Philippines for a funnier, friendlier rebrand

Banks don't usually crack jokes. Especially not ones that land. But Chinabank, a 104-year-old institution known more for seriousness than playfulness, just pulled one off.

To mark the relaunch of its mobile app, My CBC, the bank took an unexpected route: humour. And not just any humour; it's full-on pop culture camp, starring two beauty queens from different generations. In a video campaign, Miss Universe Philippines 2023 Michelle Dee tries to teach her real-life mother, Miss International 1979 Melanie Marquez, how to use the app. Chaos ensues.

Marquez's famously off-the-wall one-liners - or "Melanisms" - steal the show. "I have two words for you, ang labo mo! (you're so unclear!)" she barks. Later, when Dee questions her uncle's digital skills, Marquez fires back: "Don't judge my brother, he's not a book!"

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It's the kind of skit you'd expect on noontime TV, not from a bank. But that's the point. As more Filipinos move their money online and fintech platforms flood the space, Chinabank isn't trying to out-tech the competition - it's cutting through with culture.

"Banks often come across as very serious to project an image of trustworthiness, strength, and reliability. Chinabank marks a significant milestone in its 104-year history with a refreshed look and a lighter take on its otherwise formal identity," the company said in a release.

Instead of the usual sleek visuals and jargon-filled voiceovers, the ad leans into something more recognisable: a daughter patiently explaining tech to her mum.

That relatability carries the product. My CBC still does the things a modern banking app should: biometric login, QR payments, digital account opening, and more. But none of that's delivered with a hard sell. The video just lets a Filipino family dynamic do the work.

The daughter brings the elegance. The mother brings the punchlines. Together, they reflect what Chinabank seems to be aiming for: traditional yet evolving, serious but never unapproachable. Even the app's tagline - "My CBC App is Focused on You" - takes on new weight in this context. Rather than claiming innovation for its own sake, Chinabank is framing My CBC as something built to fit into people's everyday lives.

"The wonderful contrast between Michelle's elegance and Melanie's idiosyncratic acting, plus the amusing and very relatable situation where the daughter patiently teaches her non-techy mother the wonders of digital banking, demonstrates that even in serious matters like finance, a touch of levity makes a message as memorable as a Melanism," Chinabank explained.

After all, when your mother's threatening to buy you high heels because you're "not tall enough," and you reply with a deadpan "No mom, I'm contented with my long-legged," you're not just selling an app - you're selling a moment people want to remember.

The video was released across social media in time to celebrate Mother's Day. Most recently, Chinabank launched My CBC Online, the web version of its upgraded mobile app, offering a consistent, secure, and user-friendly banking experience across devices.

"Although not mentioned in the video, customers can also do mobile check deposit, as well as manage their CBC deposit and credit card accounts, payees, and billers conveniently through the app," the bank said.

"Through the top-notch functionalities of My CBC, Chinabank customers can harness the power of financial services from the country's 4th largest private universal bank, without having to make frequent branch visits or to rely heavily on third party apps," it added.

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