Bank of America has begun piloting a new campaign in the Dallas/Fort Worth area for one of its divisions, with plans to roll it out nationally in early 2001, according to the client. The budget is more than $10 million, the client said.
TV and print ads tout for the first time Banc of America In-vestment Services as a separate entity, al-beit one closely allied with the parent company's new brand ad-vertising campaign.
Created by Bo-zell in New York, the 30-second TV spot shows a boy clad in white walking across a crowded stock-exchange floor while a childish voiceover wonders: "What will I be like a year from now? How much will I grow? How strong will I be in five years? In 10 years?" The boy makes a shushing sound, and the boisterous, business-suited crowd on the floor falls silent.
Three print ads with images ranging from a baby's face to a fisherman carry the tagline, "Why not grow?"
The TV spot's theme is similar to an ad created for parent company Bank of America, which broke dur-ing the Olympics. That campaign was the first to create an identity for the Charlotte, N.C., institution following its merger with Nationsbank.
Now, the branding effort is being extended to the client's other divisions.
Said bank rep-resentative Rich Brown, "We are less well-known for our investment services, and this campaign is being implemented to build awareness around our capabilities in this area, which are substantial."
Previous ads for the division focused on specific product offerings, rather than the brand, he added.
According to Na-nelle Napp, svp of branding, the new TV spot "evokes the idea of curiosity and openness that a child brings to looking at life. We feel that the spirit of 'why not?' has made both our country and our corporation strong. What we're trying to say is why not look at the future; why not refuse to be intimidated by the markets."
Senior Bozell partner John Grogan, who leads the account jointly managed by that agency and sister shop Temerlin McClain in Irving, Texas, said the print ads have a different visual approach with their emphasis on lifestyle.