Following the breakout success of its “Power of Us” platform in 2024, U.S. Bank is deepening its commitment to customer-centric storytelling with a new evolution of the campaign, developed by creative AOR Supergood.
Launched May 16 across TV, OTT, digital, and social, the campaign continues to differentiate U.S. Bank in a financial services landscape often dominated by product-heavy messaging. Instead, this new chapter taps into emotional storytelling, real-life partnerships, and forward-thinking innovation to highlight how the bank empowers individuals and small businesses alike.
“At U.S. Bank, we celebrate teamwork, togetherness and a commitment to others,” said Brooke Brown, SVP, Head of Brand and Creative at U.S. Bank. “The latest chapter of The Power of Us brings these principles to life… while showcasing the full strength and breadth of our differentiated business lines.”
From Boutiques to Broadcasts: Real Stories Take Center Stage
Three new spots anchor the campaign. In the “Power of Jess,” Jess Sims is a perfect anchor — beloved, high-energy, credible across fitness and sports. U.S. Bank tapping her for a personal branding + financial toolkit message is smart synergy. It implies, “If we can help her scale her brand, imagine what we can do for yours.” This could resonate especially with millennial and Gen Z creators who see themselves as startups.
“Power of Mia” focuses on a Classic small-business empowerment narrative. “Boutique fitness” hits that sweet spot of wellness-meets-entrepreneurship. It’s aspirational but grounded — a nice parallel to the Jess spot, showing how U.S. Bank supports both high-profile talent and everyday founders.
Finally, in “Under Control,” a daughter buys her father a car. That’s a universal love language. Pair that with financial products and culturally attuned storytelling in English and Spanish, and you’ve got a campaign that’s more than just inclusive, it’s relevant. This is the kind of spot that gets shared in group chats.
“With this next chapter of The Power of Us, we wanted to show what partnership really looks like,” said Bob Winter, Chief Creative Officer at Supergood. “By combining authentic stories with innovative use of AI, we were able to create compelling work that we know will resonate with folks across the country.”
Banking with Emotion and Intelligence
While the creative leans hard into human stories, the strategic backbone of the campaign is all tech. U.S. Bank and Supergood embedded AI across the entire process—from YouGov-powered audience targeting to rapid-fire concept testing and optimization. The result: quicker go-to-market speeds, stronger creative performance, and messaging that hits closer to home.
“This campaign brings to life the collaborative spirit that defines our brand,” added Michael Lacorazza, CMO at U.S. Bank. “By showcasing the range of our businesses and the strength of our partnerships, we’re telling a powerful story about what we can achieve together.”
This campaign smartly reflects that breadth while staying focused on personal, relatable wins. Whether you’re launching a business, saving for a dream, or building a brand, U.S. Bank aims to be more than a bank — it wants to be a true partner.
CREDITS:
BRAND: U.S. Bank
- Michael Lacorrazza Chief Marketing Officer
- Brooke Brown SVP, Head of Brand & Creative
- Melissa Schoenke SVP, Brand Marketing Execution Leader
- Toni Sizemore Vice President, Executive Producer, Brand Execution
- Jenn Neumann Vice President, Marketing Manager
- Jackie Turnquist Assistant Vice President, Marketing Manager
AGENCY: Supergood
- John Elder Co-Founder, CEO
- Michael Barrett Co-Founder, CSO
- Bob Winter CCO
- Elana King Director of Client Experience
- Anthony Pelkey Client Engagement Lead
- Kit Guerra Client Engagement Lead
- Emily Cabral Senior Producer
- Jong Yeu Wu Sr Art Director
- Aaron Marshall Sr Copywriter
- Carter Garfinkel Copywriter
- Gordana Jokanovic Art Director
PRODUCTION COMPANY: Fancy
- Steve Mapp Director
- Robert Wherry Founder/Executive Producer
- Carolyn Pedrossian Executive Producer
- Morna Ciraki Line Producer
- Jeff Schwartz Service Producer
- David Whiteson Director/VFX Artist
- Spencer Butt Producer
- Alicia Ryan Producer
- Taylor Schwartz Assistant Editor
- Ava Blaugh Vault Manager
AGENCY: Casanova
- Karla Acevedo Chief Client & Operations Manager
- Elias Weinstock EVP Chief Creative Officer
- Will Pierce EVP Chief Strategy Officer
- Valeria Maldini Director of Integrated Production
- Ana Castaneda Group Account Director
- Julia Hernandez Management Supervisor
- Alexandra Leon Account Executive
- Carlos Tornell VP Creative Director
- Jenna Convissar Associate Creative Director
- Daniel Pablos Sr. Copywriter
- Bianca Rodarte Junior Copywriter
- Jonathan Lackey VP Digital Operations
- Fernanda Tornell Junior Producer
- Ann Davis Sr. Business Affairs Manager
- Michelle Bregozzo Strategy Director
REELated:
Ally Financial and Anomaly help Millennials “Graduate Financially”
