Carmichael Lynch launched a new campaign for U.S. Bank, the fifth largest bank in the country, entitled “The Power of Possible.”
The campaign is centered around two 60-second ads, each illustrating how the bank can help individuals actualize their goals. In “House” for example, a couple explores a wide-open field which will provide the lot for their future house. They interact as if the field is already their house, opening a door, climbing an invisible staircase and gazing out the back window at their future children. “Restaurant” explores a similar scenarios for a future restaurant owner, while the 30-second B2B spot “Lights” presents the bank as “a company dedicated to helping your business reach its goals.” Supporting campaign elements include OOH, print, digital, radio and a social activation from Spong, U.S. Bank’s social agency of record.
“‘The Power of Possible’ is a declaration of our purpose and putting our customers at the center of everything we do,” explained Kate Quinn, executive vice president, chief strategy and reputation officer of U.S. Bank. “We’ve unified how we communicate and meet the changing needs of our customers, how we deliver our products and services and engage with our communities. This campaign demonstrates how we are working to help our customers build healthy, prosperous and successful financial futures.”
“It’s an emotional thing when you interact with a bank, because you’re usually there for something that really matters to you,” added Carmichael Lynch chief creative officer Marty Senn. “So along with our partners at U.S. Bank, we wanted to develop work that reflected that emotion and that relationship, which isn’t just about transactions but championing people’s idea of what’s possible in their lives.”