Celebrity Endorser

I wanted to post something contrary to the M&M commercial. This is the Norwegian Bank DNB and their commercial featuring George Clooney. Real creative, but where is the brand elements? Could this potentially hurt the company's position and attract consumers to the category leader within savings? What is your take on it? Regardless, the advertisement is creative and impressive use of a celebrity endorser. The fact that George Clooney is incongruent with the brand associations for the bank could potentially increase the ad liking according to Lee and Thorson (2008). I am not sure, the use implies that they can't relate the endorser to the brand and create associations through image transfer. Why do they not mention the brand? I find that there is room for improvement in this one, although it's quite original.