Editing ASB Bank (section)

==Advertising and sponsorship==
[[File:ASB logo 2012.jpg|thumb|right|150px|Previous ASB logo]]
[[File:ASB Bank (logo).svg|thumb|right|150px|Previous ASB logo]]
<!-- Deleted image removed: [[File:ASB 90s logo.png|thumb|right|150px|Previous ASB logo]] -->
ASB has become known for using well-known characters in its advertising. The bank had a series of highly successful, award-winning commercials with the [[Ira Goldstein]] character (played by American actor Steve Mellor), a bumbling American banker sent to New Zealand to find out "what makes that bank different". The ads were popular over an 11-year period. However, the campaign ended in 2010 as the bank moved to a new advertising agency from [[TBWA]]/Whybin.<ref name="ASB farewells Goldstein as 11-year ad campaign ends" >{{cite news|url=http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=10675065 |title=ASB farewells Goldstein as 11-year ad campaign ends |access-date=30 July 2012 | work=[[The New Zealand Herald]] |date=21 September 2010}}</ref>

In October 2011 the bank introduced the Experience ASB campaign with new advertising agency [[Droga5]]. The campaign featured voice overs by English actor Dame [[Judi Dench]] and allowed potential customers to "test drive" the bank before joining.<ref name="Dame Judi Dench stars in new fully integrated 'Experience ASB' campaign via Droga5" >{{cite web|url=http://www.campaignbrief.co.nz/2011/10/dame-judi-dench-stars-in-new-f.html|title=Dame Judi Dench stars in new fully integrated 'Experience ASB' campaign via Droga5|website=Campaignbrief.co.nz |date=6 October 2011 |access-date=20 February 2013}}</ref>

In July 2012 ASB left Droga5 for [[Saatchi & Saatchi]].<ref name="Shock for Droga5 in NZ as founding client ASB makes switch to Saatchi & Saatchi New Zealand" >{{cite web|url=http://www.campaignbrief.com/2012/04/shock-for-droga5-in-nz-as-foun.html|title=Shock for Droga5 in NZ as founding client ASB makes switch to Saatchi & Saatchi New Zealand|website=Campaignbrief.co.nz  |date=5 April 2012 |access-date=20 February 2013}}</ref> In February 2013 ASB launched a new advertising campaign featuring [[Brian Blessed]] playing a fictionalised version of himself encouraging New Zealanders to be proud of their achievements whether big or small.<ref name="Dear ASB, who is Brian Blessed?" >{{cite web|url=http://blog.asb.co.nz/dear-asb-who-is-brian-blessed/|title=Who is Brian Blessed?|website=Blog.asb.co.nz|access-date=20 February 2013|archive-url=https://web.archive.org/web/20130219015809/http://blog.asb.co.nz/dear-asb-who-is-brian-blessed/|archive-date=19 February 2013|url-status = dead|df=dmy-all}}</ref>

The bank also supports the ASB Community Trust, which was formed in 1988 with an endowment from the sale of ASB to Australia's [[Commonwealth Bank]]. The Trust has distributed more than $745 million since 1988, mostly giving grants to the arts, sport, recreation, environment, heritage, health and social services areas, as well as funding capital projects in local communities around New Zealand.<ref name="About ASB Community Trust" >{{cite web|url=http://www.asbcommunitytrust.org.nz/about-us/|title=About ASB Community Trust|website=Asbcommunitytrust.org.nz|access-date=30 July 2012|archive-date=17 March 2015|archive-url=https://web.archive.org/web/20150317000426/http://www.asbcommunitytrust.org.nz/about-us|url-status=dead}}</ref>

ASB is the corporate sponsor and partner for a number of high-profile New Zealand organisations and events such as: 
* [[Hato Hone St John|Hato Hone St John New Zealand]]<ref>https://www.asb.co.nz/community</ref>
* [[Youthline]]<ref>https://www.asb.co.nz/community</ref>
* [[New Zealand Red Cross]]<ref>https://www.asb.co.nz/community</ref>
* [https://www.asbclassic.co.nz/ ASB Classic]<ref>https://www.asb.co.nz/community</ref>
* [[New Zealand women's national rugby sevens team|Black Ferns]], [[New Zealand national rugby union team|All Blacks]] and [[Rugby Aupiki]]<ref>https://www.asb.co.nz/community</ref>
* [[Polyfest|ASB Polyfest]] - A four-day event in [[Auckland]] featuring over 9,000 student performers celebrating the culture of the Pacific and attracting an audience of over 90,000.<ref name="ASB Bank - Arts" >{{cite web|url=https://www.asb.co.nz/story20414.aspx|title=ASB Bank - Arts|website=Asb.co.nz|access-date=30 July 2012|archive-url=https://web.archive.org/web/20130209111405/https://www.asb.co.nz/story20414.aspx|archive-date=9 February 2013|url-status = dead|df=dmy-all}}</ref>
* Cyber Skills Aotearoa <ref>https://www.asb.co.nz/community</ref>
* [https://www.springboardtrust.org.nz/ Springboard Trust] <ref>https://www.asb.co.nz/community</ref>
* [[New Zealand Falcons]]<ref>https://www.asb.co.nz/community</ref>

The bank is also a major sponsor of several event venues in New Zealand:

* [[ASB Tennis Centre]]<ref>https://www.asb.co.nz/community</ref>
* [[ASB Theatre Marlborough]]<ref>https://www.asb.co.nz/community</ref>
* [https://www.atc.co.nz/asb-waterfront-theatre-events ASB Auckland Waterfront Theatre]<ref>https://www.asb.co.nz/community</ref>
* ASB Atrium and ASB Careers Centre at the [[University of Auckland]]'s [[Owen G. Glenn Building]], home of the university's Business School.<ref>https://www.asb.co.nz/community</ref>