Women are having a moment. Ignited by Sheryl Sandberg's manifesto, Lean In, the issue of gender equality became part of the national discourse.
Commercials about financial institutions are notoriously snooze-worthy, but Nordnet has changed it up with a fun new campaign rich in meta-humor. The Scandinavian financial institution, operating in Denmark, Finland, Norway and Sweden, released a series of short videos poking fun at typical characteristics of banking ads. (UPDATE: The agency behind the campaign is a small shop called Fortune from Stockholm, Sweden. See credits below.) The spot getting the most traction on YouTube features lines like, "I'm an actor, and I've been paid $8,000 to tell you how great Nordnet is compared to other banks," and, "I now walk in this modern office, where I have a cup of coffee with another actor whom I've never met before." The videos have been getting great feedback on YouTube, which is surprising simply because it's YouTube. I especially like the spot that seems to reference Cadillac's much-debated "Poolside" spot. In Nordnet's musings on the importance of hard work, the narrator closes with, "I just get paid to tell you that Nordnet is the greatest place to save and invest in the world," and we hear the director off screen yelling, "No, you can't say that! You have to say ONE ... OF ... THE ... BEST."
Investment services have always had a tough time when it comes to marketing. For as much as we all want to amass piles of money, the idea of investing it for retirement is, well, boring as hell—at least to many people.
It's a bit of a tough sell, trying to position one of the nation's largest regional banks as the kind of small-town neighbor that knows everyone's name. Luckily, with Synovus bank as a client, agency Fitzgerald & Co had almost a blank slate to start from. According Jeff Quick, Fitzgerald's vp, account director, "Our research indicated 60 percent of current Synovus customers didn't know that they actually banked with Synovus." Operating under 28 names across the Southeast, Synovus had a two-fold mission for its first brand campaign—increase awareness of the Synovus brand among current and prospective customers and create a connection between Synovus and the local bank brands. The result is called the "Bank of Here," and Noel Cottrell, Fitzgerald's CCO, says the spots are meant to "differentiate Synovus from regional competitors by emphasizing strong ties within local communities, while also highlighting a range of larger capabilities to serve customer needs." To distinguish the ads from competitors' cheery spots, the campaign takes a somber, filmic approach. The first ad, which ran in April during the Masters golf tournament, was dark and impressionistic, a compilation of brief vignettes accompanying a stream-of-consciousness voiceover playing on the word "Here." "Here's to here. To this place where we are. It's not there. It's here. Here just feels right. Come here. I'm here for you. Here we go." The second in the series, "Rebel Teen," retains the darker palette, yet has a much stronger narrative arc and includes an optimistic twist: A sullen teen in a hoodie trudges through his rain-soaked hometown foreseeing his own future—his marriage, his job, his family, and says, "The first chance I get, I swear … I'm going to stay right here." The "Rebel Teen" spot will run the week of June 30 on ESPN during the World Cup. Full credits after the jump. Adweek responsive video player used on /video. brightcove.createExperiences();
Glance at the 1979 ad below, and two things become apparent, one immediate and the other less so. First is that the legendary Windows on the World restaurant—once perched on the 107th floor of the World Trade Center’s north tower—is no longer with us. More on that in a moment.
This week, one lucky lady got George Clooney and buried treasure, Will Ferrell headed to Sweden to sell some Old Milwaukee (which isn't even sold there!), and train passengers got a chance to become real-life James Bonds.
Don't spend $200 on a rabbit mask at a renaissance fair, says Charles Schwab. Invest the cash instead.
Colorado's FirstBank illustrates the foolhardiness of trying to get rich quick in this new campaign by ad shop TDA.