Here are those “bank ads about bank ads” you all predicted when Droga5 won the Chase account last year.
Fresh off the heels of Netflix’s streaming of season two of The Unbreakable Kimmy Schmidt (which we may or may not have binge-watched in its entirety over the weekend), Ellie Kemper stars in Droga5’s new campaign for JP Morgan Chase’s Freedom Unlimited card.
In a 30-second spot, Kemper riffs about how the card gives you 1.5 percent cash back on all purchases while taking a meta-stab at the many forms of advertising used to sell such products.
“That’s 1.5 percent cash back on whatever these billboards are selling,” she says while strolling through Times Square before adding that it also applies to products “not so subtly placed” in movies and advertised on your social feed.
“Celebrity endorsements are the worst,” she says at the conclusion of the ad, while watching an ad starring herself and looking back at the viewer knowingly.
Another spot takes the meta-approach in a different direction, with Kemper popping in to a Droga5 “Designed to be Forgotten” spot for Quilted Northern from last year. Whether or not you appreciate the ad agency mocking advertising approach (which is not exactly fresh anymore) will largely determine if you enjoy the spot’s attempts at humor but the timing (with Kemper on the brain of a large portion of Netflix viewers) is inarguably on point. Of course, Kemper is no stranger to advertising either, as she starred in Digitas LBi’s “Imagine Yourself in the New Buick” campaign back in January. In addition to the pair of broadcast ads, with more on the way, the campaign also includes a deal with NBC’s The Voice resulting in custom bumpers leading into ad breaks reminding viewers that they can receive 1.5 percent on any of the products advertised with a Chase Freedom Unlimited card.
Droga5 worked with media agency Zenith in bringing the campaign–which had its share of logistical concerns–to life.
“Having a creative idea that is dependent upon media placements is a dream for a media agency to sink its teeth into,” Eric Pisick, who leads the Chase account at Zenith, told Adweek. “We had a blast coming up with new to market opportunities that brought this funny, lighthearted notion of the inundation of sales messages to life.”
“With the insight that, as consumers, we are bombarded daily by thousands of selling messages on every conceivable media, we simply decided to immerse our message within and around them,”added Droga5 creative partner Duncan Marshall. “With the help of the delightful Ellie Kemper, as well as several enthusiastic brand partners, we played with the world of the sell to promote our own.”
Credits:
Client: JP Morgan Chase
Campaign: Chase Freedom Unlimited “Everything Unlimited”
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Creative Partner: Duncan Marshall
Creative Director: Casey Rand
Creative Director: Karen Short
Senior Copywriter: Pete Gosselin
Senior Art Director: Jay Hunt
Copywriter: Colin Lord
Art Director: Inna Kofman
Associate Design Director: Devin Croda
Junior Designer: Alex Lumain
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Executive Producer: Carlin WilsonWebb
Group Integrated Production Manager: Topher Lorette
Associate Broadcast Producer: Jackie Omanoff
Head of Interactive Production: Niklas Lindstrom
Executive Interactive Producer: Thomas Longo
Interactive Media Producer: Madison Goldberg
Senior Social Producer: Chris Parke
Associate Social Producer: Kylie Loeffler
Head of Art Production: Cliff Lewis
Senior Art Producer: Bianca Escobar
Senior Print Producer: James Deprima
Senior Retoucher: Peter Gibson
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Colm Murphy
Strategy Director: Tom Haslow
Senior Strategist: Nick Maschmeyer
Senior Strategist: Ned Sonnenschein
Group Communications Strategy Director: Alan Smith
Senior Communications Strategist: Yan Wang
Communications Strategist: Parks Middleton
Executive Group Director: Agnes Fischer
Account Director: Megan Gokey
Account Supervisor: Caroline Engram
Account Manager: Taylor Holland
Associate Account Manager: Kelby Schmidt
Project Manager: Emma Tonetti
Client: JP Morgan Chase
Chief Marketing Officer: Kristin Lemkau
Chief Brand Officer: Susan Canavari
President of Chase Branded Cards: Pam Codispoti
General Manager, Chase Freedom: Naney Pandit
Executive Director, Card Brand & Advertising: Ryan MacDonald
VP, Card Brand & Advertising: Greg Stranz
Marketing Analyst, Card Brand & Advertising: Stephanie Byard
Production Company: Hungry Man
Director: Hank Perlman
Executive Producer/Managing Partner: Kevin Byrne
Executive Producer/Head of Sales: Dan Duffy
Executive Producer: Mino Jarjoura
Executive Producer: Nancy Hacohen
Producer: Tom O’Malley
Production Supervisor: Lucy Sheridan
Editorial: PS260
Editor: JJ Lask
Editor: Ned Borgman
Senior Producer: Laura Patterson
Postproduction: The Mill
Executive Producer: Chris Kiser
Producer: Andrew Hamill
Lead Flame: Mike Smith
Animator Clemens: Den Exter
Music: Dutone
Sound: Sonic Union
Mixer: Steve Rosen
Photography: Walter Schupfer Management
Photographer: Andrew Eccles