Deutsch New York created a lavishly-produced spot for PNC Bank, launching a new campaign entitled “Know.”
The 90-second ad depicts a father imagining his daughter’s dream wedding, followed by the message, “Know you can save today, for what’s important tomorrow.” While the spot certainly looks good — much of it is devoted to the over-the-top wedding, brought to life by Deutsch and production company Interrogate, utilizing a mix of live action and visual effects courtesy of The Mill — it’s certainly not without its flaws. A father dreaming of his daughter’s wedding day as the epitome of important moments to save for (and not, say, worrying about the rising cost of tuition) could be seen as a bit out of touch with the times. Beyond that, there’s little (if anything) to differentiate PNC in the ad, and the bank isn’t mentioned until small text pops up at the end of the lengthy ad, informing viewers of programs that can help them save for the future. Still, Deutsch New York and PNC hope the emotional tone of the ad strikes a chord with parents.
“It’s every father’s dream to give his daughter everything she has ever imagined, and more. And in our new campaign, ‘Know,’ we use emotional storytelling to highlight how PNC helps insight happen through the tools, guidance and experiences we offer,” Deborah Van Valkenburgh, senior vice president of strategic brand management, corporate marketing, at PNC Bank, told Adweek.
Credits:
Client: PNC Bank
Agency: Deutsch, New York
Director: Albert Kodagolian
Production Company: Interrogate
Effects: The Mill
Costumes: Florencia Tellado Editorial Company: Whitehouse Post
Editor: Russell Icke
Assistant Editor: Tim Quackenbush
Executive Producer: Lauren Hertzberg
Producer: Nick Crane