There's a spark but does it shine?

AMP relaunched it new look this week, the "spark" logo along with a very long TVC.

Hmmm... We're not sure it's all that convincing. 
Yes, its well made.
Yes, it looks polished.
Yes, we like the typography (like NOT love).
Yes, we did stop and watch it - but of course we did, it was playing during Masterchef. Props, good timing for your rebrand launch.
Yes, we like the new logo. It's not too-banky and it lends the branding to be looser and not-too-uptight.

Here's where it all fell apart for us. 

• It was too bloody long. 
• It felt like the copywriter went to town, it went on-and-on-and-on. For us, it needs to be to-the-point and needn't be long winded. 
• Nice typography work BUT, it's ain't anything we've not seen before. 
• Yeah-yeah good tagline "own tomorrow" but are you gonna reduce your interest rates to be com-pet-it-tive? 
• We got that you built a shit-load of Aussie icons but what are you gonna do for the average-aussie? 
• The ad lost the connection that it could have had with potential new customers by focusing on the big-stuff. What about us regular folk? How are you going to make investing our money easier, more approachable with less fees?

Ultimately, do we go out and join AMP? There's no rush really.