PNC Bank has embarked on a humorous ‘Brilliantly Boring’ brand campaign that highlights the way the company operates for exciting and fulfilling outcomes for its customers. The Pittsburgh-based bank is striving to be reliable and trustworthy.
William S. Demchak, chairman and CEO at PNC, said they have grown their business by focusing on the essential financial needs of customers, patiently nurturing relationships over generations. and delivering results. “We believe this ‘boring’ approach positions us extremely well for growth opportunities on the horizon.”
Alex Overstrom, head of PNC Retail Banking, said the bank is investing heavily in the customers. “Every day, we help customers take basic steps, such as saving money, planning investments, or taking out a loan. Those steps aren’t always thrilling – but they can lead to our customers’ greatest adventures, passions, or successes.”
Amanda Rosseter, chief communications and brand officer at PNC, said they wanted to create a campaign that is authentic and emphasizes the steady approach to banking that has distinguished PNC for more than a century. PNC Bank partnered with Arnold Worldwide (Arnold), a Havas Creative Group Company, for the creative campaign. Jenn Garbach, chief marketing officer at PNC, said the agency’s partnership has been instrumental in developing this breakthrough creative concept. “It will help propel our brand forward in a bold way. We are confident the new Brilliantly Boring campaign will leave a distinct and lasting impression in the minds of consumers.”
The campaign reflects how ‘boring’ is the foundation for everyone’s most exciting milestones – from planning a vacation to buying a house. The ad tells viewers that boring is the unsung catalyst for bold. While consumers may look for excitement in many facets of their lives, most prefer their bank to be predictable, reliable, and ultimately boring with their money.
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