Creative in association withGear Seven
Josh Thomson Is a Bumbling Kiwi Guardian Angel for MTF Finance's New Brand Platform
Marketing & PR
Auckland, New Zealand
Chemistry launches the platform for the finance brands dealer products

Guardian Angels may help some wishes come true, but when trust and likeability are of the essence, you can count on MTF Finance to help get things right.

Helping MTF Finance relaunch its dealer products and enter the personal loans market through its national network of 49 franchise offices, Chemistry introduces Josh Thomson (AKA 'Guardian Guy') as a bumbling ‘Guardian Angel’ to Kiwis throughout the country.

While Guardian Guy bumbles through failed solutions for people in need of help, MTF Finance has his back quickly stepping in to provide an efficient and stress-free finance experience - quickly solving the problems Kiwis encounter and helping them do more of what they love with the right finance choices.

Gus Geary, MTF Finance’s marketing manager, says, “We’ve built up fifty years of experience helping Kiwis to do more and we’re excited to see our new brand platform launch with Josh Thomson as our quirky ‘Guardian Guy’ at the front of it all!

“Chemistry has done a beautiful job of capturing Josh’s humour and using it to highlight why our hassle-free, reassuring approach to service is one of the best in the business - we leave nothing up to chance and will always do what’s right for our customers’ situations and needs.”

Susan Young, joint creative director and co-founder of Chemistry, says, “When life gives you lemons, you want to go to someone you truly trust and feel comfortable talking to. Through this new brand platform and the loveable ‘Guardian Guy’, Kiwis will see why MTF Finance is the finance company of choice for so many Kiwis.

“Known for their genuine and caring approach to finance, MTF Finance has set themselves apart from industry heavyweights for over 50 years, and it's why their customers come back time and time again. In research, MTF Finance gets a near perfect score on Trustpilot and 8/10 customers will come back again for their next loan”

Originally founded in Dunedin, MTF Finance has been helping Kiwis own their own vehicles and seek financial help since 1970. It operates nationally through its affiliated network of independent car dealerships, a franchise network and a strategic partnership with TradeMe.  

Marija Ewan, business director at Chemistry, says, “It’s been great to create a brand platform that showcases MTF Finance’s customer-centric culture and approach to looking after people.”

“The new ‘Guardian Guy’ really helps demonstrate that they are a finance brand that genuinely cares, no matter what the customer needs a personal loan for, offering  quality support with a side of Kiwi humour and is around when their customers need help at a moment's notice.”

The new brand platform for MTF Finance was launched via an integrated campaign (digital, TVC, social and radio) this month led by a 30-second TVC.

The launch of MTF Finance’s Brand Platform represents further creative momentum for Chemistry, who have won plaudits for their recent work for TAB, Jaguar Land Rover and St John New Zealand’s Heart of Gold Appeal.

Agency / Creative
Post Production / VFX
Music / Sound
Work from JSK Communications