Last summer, we posted that JP Morgan Chase had chosen Droga5 for some project-based work for its “Retail, Mortgage, Auto and Chase for Business” portfolios after collaborating with mcgarrybowen on broadcast campaigns, Razorfish/Rosetta on digital and Saatchi & Saatchi on projects related to the Sapphire and Freedom cards.
At the time, the client positioned that move as an incremental one–but Chase quickly ended its 11-plus year relationship with mcgarrybowen and later sent its payment-based work from Saatchi to Droga5 as well.
We were left thinking, what will Droga do with a brand like Chase?? Now we have the answer to our deep, probing question as Chase debuted its debut campaign by the new AOR today. The series is called “Mastery 2.0.”
The first spot uses the source of the sample in our third favorite Salt-n-Pepa song while demonstrating the things one dad will do to make his daughter happy.
Not the experience we usually have when entering a Chase location, but it was certainly colorful.
The next three spots are no less so, really.
Here’s your single mom backed up by some emotional string swells.
Here’s the promised pig, who couldn’t be any more California if he tried.
Finally, it’s the Two Kids Growing Up Together and Falling in Love in 90 Seconds spot a la BBDO’s recent work for Wrigley.
As much as you guys will almost certainly want to hate on Droga for this work, promoting the very definition of a Faceless Corporate Entity by focusing on the personal lives of its customers is not even Advertising 2.0.
Droga5 GCD Don Shelford describes the process of working with Chase as “a really fun creative challenge,” telling Adweek today that “It gave us the opportunity to really stretch the emotional territories of the Chase brand from bold humor, to small intimate moments.”
Was there any self-referential humor about advertising in there? If so, we missed it.
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Group Creative Director: Don Shelford
Associate Creative Director: Jonathan McMahon
Associate Creative Director: Lisa Fedyszyn
Senior Copywriter: Oriel DavisLyons
Senior Copywriter: Thom Glover
Copywriter: Mo Said
Senior Art Director: Eoin McLaughlin
Art Director: Beth O’Brien
Art Director: Camilo De Galofre
Group Design Director: Annette Berry
Chief Creation Officer: SallyAnn Dale
Head of Broadcast Production: Ben Davies
Executive Broadcast Producer: Bryan Litman
Broadcast Producer: Perry Kornblum
Associate Broadcast Producer: Archie Page
Associate Broadcast Producer: Jackie Omanoff
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Colm Murphy
Senior Strategist: Ned Sonnenschein
Head of Communications Strategy: Colleen Leddy
Senior Communications Strategist: Sally Yoon
Communications Strategist: Eric Chow
Group Account Director: Agnes Fischer
Account Director: Chris Einhauser
Account Manager: Valeria Sosa
Associate Account Manager: Annie Vlosich
Senior Project Manager: Charlie Fisher
Client: Chase Consumer Bank
CMO, Consumer Bank: Donna Viera
Chief Brand Officer: Susan Canavari
Executive Director, Brand and Advertising: Jeff Pilarcik
Head of Chase Wealth Management Marketing: Dipti Kachru
VP, Brand and Advertising: Catherine Rose
Production Company: Reset
Directors: Adam Hashemi (“PJ”), Johnny Green (“Invest in Love”), Kathryn Bigelow (“Back in the Game”), Reynald Gresset (“Fairy Dadmother”)
DOP: Darren Lew
Executive Producers: Jen Beitler, Jeff McDougall
Producers: Ayelet Weinerman “(Fairy Dadmother,” “PJ,” “Back in the Game”), Laura Miller (“Invest in Love”)
Editorial: Rock Paper Scissors
Assistant Editor: Alex H Liu
Executive Producer: Eve Kornblum
Producer: Charlyn Derrick
Post Production: The Mill
Executive Producer: Sean Costelloe
Producer: Andrew Hamill
Color: Fergus McCall
“PJ”: Boombastic, Shaggy
“Invest in Love”: We Belong Together, Today Kid
“Back in the Game”: Forces of Attraction, Johann Johannsson
“Fairy Dad”: What A Man, Linda Lyndell
Sound: Sonic Union
Mixer: David Papa