The Caja de Ahorros has relaunched its iconic campaign “Don’t Spend It All!”, with the aim of revitalizing a message that has resonated across several generations and motivating the public to adopt stronger saving habits. Andrés Farrugia, the bank’s general manager, is leading this initiative to highlight the importance of saving for both the present and future well-being of individuals.
This campaign captures the essence of the famous commercial from the 70s and 80s, where a bill burned away, illustrating unnecessary spending. In its new version, the message is presented through a completely modernized audiovisual and musical production that combines nostalgia with a contemporary approach. The classic jingle, remastered in 2016, returns in 2025 with a mix of styles aimed at attracting new audiences.
The production was handled by Gaitán Bros Productions, in collaboration with renowned artists such as Ricardo and Alberto Gaitán, Alejandro Torres, and Fernando Brown, known as Nando Boom. Together, they worked on conceptualizing a message that promotes unity and solidarity, key concepts for the Caja de Ahorros.
Farrugia emphasized the importance of reconnecting with a cultural message that has left a mark on how Panamanians manage their finances. Despite challenges in the realm of saving, the bank remains committed to helping people achieve their financial goals. “There is still a significant gap in the saving culture, but our aim is to motivate people to build their future,” he stated.
As a state entity, Caja de Ahorros has the responsibility to promote financial education and ensure that Panamanians have access to products that improve their quality of life. The campaign will be broadcast across the country’s media over the coming months, aligning with the bank’s mission to foster innovative and accessible banking.
So far this year, the Caja de Ahorros has opened over 13,000 new digital accounts and trained more than 6,200 Panamanians in financial education, reaffirming its commitment as a state bank dedicated to development and economic inclusion. Farrugia emphasized that fostering financial education and providing solutions tailored to the needs of each Panamanian is essential for the future of saving in the country.
Source: MiMub in Spanish
