JPMorgan Makes Its ‘Choice’

NEW YORK JPMorgan Chase this week breaks a national campaign designed to relaunch Chase, its consumer brand, even as the financial firm rebrands its regional Bank One locations.

The effort, via independent shop mcgarrybowen in New York, includes TV, print and Internet executions tagged “Your choice, your Chase.” The client spent $205 million overall on ads last year, per Nielsen Monitor-Plus, but did not disclose spending for this effort.

One spot, played out to the song “Wind Beneath My Wings,” shows a young woman preparing for her wedding day. Meanwhile, her father flashes back to the relationship he has with his daughter and how Chase has been there at every important moment. A voiceover offers, “Be prepared for life’s most important moments. Chase gives you everything you need to be the hero.”

Another spot follows a young man from college graduation through to retirement, to the music “100 Years.” A third features a young woman depositing her first paycheck as the theme song, “Love Is All Around,” plays. During the spot, she uses a variety of Chase products and services.

TV will run on ABC, CBS and NBC during programming such as the Today Show, Lost, Survivor and Will & Grace. Print includes Time, People, U.S. News & World Report, Rolling Stone and Fortune.

Chase has begun to rebrand retail branches in 17 states from Bank One to Chase, which will be completed by spring 2006. In addition, Chase is redesigning all of its credit cards to reflect the new Chase brand, including the prominent octagon image.

—Brandweek staff report