FCB Toronto launched its first campaign for BMO Harris since wining the account this summer, following a review launched in June. The agency’s first work for the client celebrates the bank’s status as the official bank of the NBA Canada, but does so in an unexpected way.
The 60-second “Bank that Knows Ball” opens with a young player turning and asking the camera “What does a bank like BMO know about basketball?” with other young enthusiasts asking if they know common basketball terminology. “Do they think a rock is something you find on the ground?” asks one such player, “Do they know the difference between a double-double and a double dribble?” asks another. It’s a seemingly odd approach but the questions serve to frame the later answer, “We know one thing about basketball: it teaches kids the skills they need to win in sport and in life. That’s why BMO supports the NBA and youth basketball.” The spot made its debut Sunday night during the Toronto Raptors game against the Los Angeles Clippers and will continue to run during upcoming games of the NBA Canada Series. It has the feel of an introductory spot, as FCB and BMO will continue to build on the NBA-focused campaign going forward.
“Just as BMO strives to bring the human touch to banking, this spot focuses on the human sideof a corporate sponsorship, explained FCB Toronto chief creative officer Jon Flannery. “The spot stars real kids and real basketball players who are passionate about the game…”
Credits:
BMO
Connie Stefankiewicz – CMO
Justine Fedak – Brand Advertising & Sponsorship NA
Jennifer Carli – Brand & Sponsorship Advertising, Market Research, NA
Michael Sanders – Brand Advertising Strategy, NA, Advertising U.S.
Deny Soto – Brand & Sponsorship Advertising Canada
FCB
Jon Flannery – Chief Creative Officer
Nancy Crimi-Lamanna – VP, Creative Director
Shelley Brown – Chief Strategy Officer
Tracy Little – VP, Group Account Director
Carmen Steger – Account Manager
Tony De Sousa – Producer / Head of Broadcast
Production House – United Films
Peter Davis – Executive Producer
Phil Brown – Director
Doug Koch – DOP
Trudy Turner – Producer
Editorial – Panic & Bob
Carolyn Atyeo – Executive Producer
Michelle Czukar – Editor
Sam Larson – Assistant Editor
Alec McKay – Assistant Editor
Online/Transfer – Smith Creative Finishing
Patty Bradley – Executive Producer
Jenna Edwards – Producer
Transfer – Billy Ferwerda
Online – Andrew Hobbs/Daryl Shaughnessy
Audio – Grayson Matthews
Kelly McCluskey – Executive Producer
Bridget Flynn – Exec Producer
Tom Weston – Track Producer