Santander Bank is sparing no expense in its U.S. rebrand from Sovereign Bank. The company is reportedly spending $200 million on a rebranding campaign for signs, new furniture and carpeting at its branches, new products, upgrades to its mobile app—and of course, advertising.
For the latter, it hired Robert De Niro for the amusing commercial below from Arnold, advertising its Extra 20 Checking account. De Niro has basically become a comic actor in recent years, and here he's quite good as he squirms in his seat during a Robert De Niro movie marathon.
Spain-based Santander needs all the help it can get in the branding department, given its hard-to-pronounce name and low profile in the U.S. market.
Client: Santander Bank
Spot: "Movie Marathon"
Agency: Arnold Worldwide
Chief Creative Officer: Pete Favat
Creative Directors: John Kearse and Rob Kottkamp
Art Director: Matt Sharpe
Copywriter: Pete Shamon
Producer: Spring Clinton-Smith
Assistant Producer: Alex Saevitz
Business Affairs: Jen Wrentmore
Planners: Amie Owens, Marissa Kelley
Strategy: Lauren Murphy, Justin Stone
Marketing Producers: Barb Reilly, Karen Morales, Renee Herendeen, Allie Curtis
Production Company: O Positive
Production Company Executive Producer: Ralph Laucella
Production Company Producers: Marc Grill, Devon Clark
Director: Jim Jenkins
Editing Company: Big Sky Edit
Editor: Chris Franklin
Sound Design: Big Sky; Heard City (record, mix)
Visual Effects: Big Sky