Ad of the Day: Bank of America

This lovely "Portraits" spot for Instagram really does wonders with the fuzzy yellow filter that just screams late '70s/early '80s, and the casting and direction bring you into this family's world even as the costumes change with the … hmm? What's that? This is an ad for Bank of America? Huh. Financial services is a tough category, but this really excellent generational short film is kind of a triumph of copywriting over brand identity. "We know we're not the center of your life," the narrator apologetically tells us at the end of the minute-long spot by Hill Holliday. And yeah, we know that, too. What we don't know is what the narrator means when he says, "There was a connection that started it all and made the future the wonderful thing it turned out to be." Was there? Are we talking about the beautiful photo album of this lovely family that is clearly growing by leaps and bounds with each passing second? I think we must be. Mind you, it is a really lovely advertisement. The actors are all perfect, and director Ivan Zacharias has framed every shot so that it seems to be taking place just after the family makes the needed adjustment to deal with "the second British Invasion," for example (love the cute punk girl doing her excessive makeup), or the long-haired son's "brief brush with the law." "We know we're not the center of your life, but we'll do our best to help you connect to what is," the voiceover says at the end, followed by the briefest flash of an on-screen tagline ("Life's better when we're connected") and the client's logo. BofA does such an impressive job getting out of its own way in "Portraits" that it could almost be an ad for anything. But it's backed up by more spots—two released so far, with many more on the way—in different styles and with more direct product messaging. They'll be hoping you connect with them as well. CREDITS Client: Bank of America Agency: Hill Holliday, Boston Spot: "Portraits" Executive Vice President, Chief Creative Officer: Lance Jensen Executive Vice Presidents, Group Creative Directors: Spencer Deadrick, David Gardiner Senior Vice Presidents, Group Creative Directors: Kevin Daley, David Banta Art Director: Kevin Daley Copywriters: David Banta, Lance Jensen Executive Vice President, Director, Creative Production: Bryan Sweeney Senior Vice President, Executive Broadcast Producer: Scott Hainline Broadcast Production Assistant: David Shaw Executive Vice President, Managing Director: Leslee Kiley Executive Vice President, Account Director: Nancy Lehrer Vice President, Account Director: Andrew Still Management Supervisors: Kim Almazan, Jaime Zozula Account Supervisor: Kate Norris Account Executive: Megan Wiggin Assistant Account Executive: Raquel Ross Project Manager: Jillian Malenfant Senior Vice President, Group Planning Director: Linda Lewi Director, Broadcast Business Affairs: Lenora Cushing Director, Business Affairs: Sharon McDonald Production Company: Smuggler Director: Ivan Zacharias Producer: Nick Landon Line Producer: Pete Slowey Music: Original Snow Palms —Spot: "Dumont Green" Executive Vice President, Chief Creative Officer: Lance Jensen Executive Vice President, Group Creative Director: Spencer Deadrick Senior Vice Presidents, Group Creative Directors: Neal Hughlett, Sue DeSilva Copywriter: Neal Hughlett Art Director: Sue DeSilva Vice President, Executive Broadcast Producer: Karen Kenney Associate Broadcast Producer: Patrick Driscoll Executive Vice President, Managing Director: Leslee Kiley Executive Vice President, Account Director: Nancy Lehrer Senior Vice President, Account Director: Jeff Nowak Vice President, Account Director: Andrew Still Management Supervisors: Kim Almazan, Vanessa Tebesceff Account Executive: Angela Castellucci Assistant Account Executive: Lisa Gapinske Senior Project Manager, Amanda Sullivan Senior Vice President, Group Planning Director: Linda Lewi Vice President, Planning Director: Ross Cidlowski Planner: Allie Pirolli Director, Broadcast Business Affairs: Lenora Cushing Director, Business Affairs: Sharon McDonald Production Company: Red Thread Editorial Company: Lost Planet Color Correct: Nice Shoes Colorist: Lez Rudge Conform: Brickyard Music: Pick Up the Pieces by Average White Band —Spot: "San Diego Biofuel" Executive Vice President, Chief Creative Officer: Lance Jensen Executive Vice President, Group Creative Director: Spencer Deadrick Senior Vice Presidents, Group Creative Directors: Neal Hughlett, Sue DeSilva Copywriter: Neal Hughlett Art Director: Sue DeSilva Vice President, Executive Broadcast Producer: Karen Kenney Associate Broadcast Producer: Patrick Driscoll Executive Vice President, Managing Director: Leslee Kiley Executive Vice President, Account Director: Nancy Lehrer Senior Vice President, Account Director: Jeff Nowak Vice President, Account Director: Andrew Still Management Supervisors: Kim Almazan, Vanessa Tebesceff Account Supervisor: Kate Norris Account Executive: Angela Castellucci Assistant Account Executive: Lisa Gapinske Senior Project Manager, Amanda Sullivan Production Company: Red Thread Editorial Company: Hill Holliday Bubble Editor: Dan Cabral Color Correct: Nice Shoes Colorist: Lez Rudge Conform: Brickyard Music: Feeling Alright by Joe Cocker Senior Vice President, Group Planning Director: Linda Lewi Vice President, Planning Director: Ross Cidlowski Planner: Allie Pirolli Director, Broadcast Business Affairs: Lenora Cushing Director, Business Affairs: Sharon McDonald

Brand Marketing

Ad of the Day: Bank of America

BofA cedes spotlight to generations of a family's customers in Hill Holliday's retro spot

Sam Thielman

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Sam Thielman