More and more in this intense racially-charged climate we exist in, brands are not only embracing diverse groups and their stories, the are allowing them to become their superpower.
That diverse superpower, which is a part of the American fabric, is now also on display in a lovely new campaign from U.S. Bank and Carmichael Lynch.
It is an ideal, a goal the first immigrants were told and the notion has been passed down through generations.
You dream hard. You work hard for it. And it eventually pays off.
The new campaign emphasizes the brand’s belief that “hard work works” and highlights the role of U.S. Bank as a trusted financial partner.
Directed by Lisa Rubisch of Park Pictures, the three :60-second, emotional spots showcase a wide range of U.S. Bank’s product offerings, including a new mobile app that launched this spring, as well as wealth management and corporate and commercial banking services.
Most importantly, the spots reflect the diverse stories of U.S. Bank customers at different phases of their financial lives. For instance, “In Return” tells the story of an accomplished hardworking young man who turns to U.S. Bank to help manage his newfound wealth so he can give back to his parents by buying their home for them. Watch below:
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“Behind the products that U.S. Bank offers are real people who are saving to make something happen in their lives – or the lives of people around them,” said Marty Senn, Carmichael Lynch’s chief creative officer. “Telling very human stories brings those products to life in a way that shows how U.S. Bank is there for their customers during life moments big and small.”
“Breaking Ground” is centered on a successful business executive who partners with U.S. Bank to build larger headquarters in a meaningful place – her hometown.
“We partner with our customers at every stage of their financial journeys – helping them in the big moments and being there during the small steps in between those milestones. This campaign shows why that commitment is so important, and why the trust we build with our customers matters,” said Beth McDonnell, U.S. Bank executive vice president and chief marketing officer.
“Say It, Do It” follows a confident and determined girl as she works hard to meet a series of goals from childhood to adulthood, getting a little help from U.S. Bank along the way.
“Our first new television spot ‘Flying Home’ helped set the tone this spring. We are proud to support our customers and celebrate with them when their hard work pays off. This campaign is about recognizing the great things that can happen when we work together toward a goal,” said Kelly Colbert, U.S. Bank senior vice president and head of brand advertising and social media.
What makes the campaign so nice is its storytelling and relatability. For me personally, I could see myself in any of those situations. Very nice, CL. Very nice.
A total of six new spots will run during the campaign. Two additional spots will launch this fall. Customer stories will be featured in print and digital issues of Money, People, Parents and Real Simple.
The first print insertion will feature a spread in People’s special July 4th issue. Social media, radio and banner ads will also run nationwide. Crossmedia is managing the media buy.
Credits
Client: U.S. Bank
AGENCY: Carmichael Lynch
Chief Creative Officer: Marty Senn
CD: Marty Senn
Writer: Michelle Lippman
Art Director: Leeya Jackson
Head of Production: Orlee Tatarka
Exec. Content Producer: Dominique Anzano
Print Producer:
Business Manager: Tara DiNicola
Account Management Team: Alissa Anderson, Mackenzie Halvorsen, Logan Schumacher
Project Manager: Shannon Gabrick
Brand Planning: Maria Pazos, Brian Reid
Media:
Public Relations:
Social Engagement: Bob Ringer
PRODUCTION: Park Pictures
Director: Lisa Rubisch
Managing Director:
Executive Producer: Scott Howard
Line Producer: Michelle Currinder
Director of Photography: Sam Levy
Photographer/Videographer: Ben Kaller
POST PRODUCTION: Exile Editorial
Editor: Matt Murphy
Assistant Editor: Mitch Goldberg
Executive Producer: Sasha Hirschfeld
Head of Production / Producer: Evyn Bryce
VFX House / Online Artist(s): Derek @ Drive Thru
Telecine: Alex Bickel @ Color Corrective
Audio Mix: Micha @ Sisterboss
Sound Design:
Post Production Audio Producer: Annie Sparrows
VFX House:
On-Line Editor:
Post Producer: Beth Wilson
MUSIC:
“In Return” – Astral
“Say It, Do It” – The Messenger
Music Company: Beacon Street Studios
Written by: Andrew Feltenstein + John Nau
EP/Head of Production: Leslie DiLullo
“Breaking Ground” – US_Bank_Breaking Ground_GN_Pull
Music Company: HiFi
Written by: Garth Neustadter
EP: Chris Heidman
TALENT:
“In Return”
Gregg Daniel – Dad
JJ Boone – Mom
Todd Anthony – Son
Amber Hadley – Sister
Voice Over Talent: Nicole Parrot-Wilson – ANNCR Matt Murphy (Banker on phone)
“Breaking Ground”
Chi-Lan Lieu – hero
Kimleigh Smith – colleague
Brooklyn McLinn – coworker
Ravi Kapoor – banker
Wilky Lau – banker
Diether Ong – running boy 1
Logan Varela – running boy 2
William Lee – street crosser
Nicole Parrott-Wilson – announcer (off camera)
“Say It, Do It”
Megan Skiendiel – teen friend 1
Mila Brener – teen friend 2
Michole White – banker
Cleo Fraser – teen Emma
Kate Amundsen – grown Emma
Emajean Bullock – child Emma
Noelle Miller – friend juice
Savannah Kalrud – ballerina
Holly Peete – ballerina
Damarion Hall – class boy
Matthew Murphy – Class president announcer (off camera)
Nicole Parrott-Wilson – announcer
Source: Carmichael Lynch
Contact Colin Costello at colin@reelchicago.com.
