Parents pay for college in strange ways with PNC Bank
Created by Arnold, the new work builds on the PNC Bank’s “Brilliantly Boring” positioning unveiled last year.
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Last year, PNC Bank turned a blank slate into a breakaway brand built upon distinction, resonance and memorability with its Brilliantly Boring Since 1865 brand platform.
This year, PNC continues to use Brilliantly Boring as a growth engine starting with a new brand campaign created by AOR Arnold.
The new effort sees PNC doubling down on helping folks subvert risky money moves for the right ones, spotlighting the outrageous lengths people will go to with their finances, and positioning PNC as the brilliantly boring solution. It’s all about proving that boring works, by contrasting it with the flashy, risky, exciting alternatives that tempt PNC’s target audience every day.
The centrepiece of the campaign is a :30 TV spot, Naming Rights, that examines an interesting premise: What if parents could sell their kids’ naming rights to local businesses (you know, like stadiums do), to offset the cost of kids these days? Braces, sports camps and colleges are indeed expensive, but as it turns out, PNC Bank has much smarter financial ideas to set customers up for the future. The spot ends with the tagline: The right money moves aren’t as absurd as you think. PNC Bank. Brilliantly Boring Since 1865.
Credits
View on- Agency Arnold Worldwide/Boston
- Production Company Anonymous Content
- Director Tim Godsall
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Credits
View on- Agency Arnold Worldwide/Boston
- Production Company Anonymous Content
- Director Tim Godsall
- Executive Producer SueEllen Clair
- Editor Will Hasell
- Assistant Editor Paulo Miramontes
- Post Producer Fanny Cruz
- Post Production Arcade Edit
- VFX Artist Tristan Wake
- Executive Creative Director James Bray
- Group Creative Director Sam Mullins
- Group Creative Director Justin Galvin
- Creative Director Patrick Harrington
- Creative Director Kelly Nichols
- Executive Producer Whitney Bogosian
- Senior Producer Steve Caldera
- Line Producer Laura Miller / (Line Producer)
- Production Designer Mark Snelgrove
- DP Darko Suvak
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Arnold Worldwide/Boston
- Production Company Anonymous Content
- Director Tim Godsall
- Executive Producer SueEllen Clair
- Editor Will Hasell
- Assistant Editor Paulo Miramontes
- Post Producer Fanny Cruz
- Post Production Arcade Edit
- VFX Artist Tristan Wake
- Executive Creative Director James Bray
- Group Creative Director Sam Mullins
- Group Creative Director Justin Galvin
- Creative Director Patrick Harrington
- Creative Director Kelly Nichols
- Executive Producer Whitney Bogosian
- Senior Producer Steve Caldera
- Line Producer Laura Miller / (Line Producer)
- Production Designer Mark Snelgrove
- DP Darko Suvak
“Year two of our Brilliantly Boring platform continues to evolve our campaign using humour and risky (yet relatable) extremes to reinforce the virtues of our boring banking philosophy, further solidifying PNC as a smarter financial way forward,” said Jenn Garbach, Chief Marketing Officer at PNC Bank.
Naming Rights will extend into digital and social pieces as well, with an emphasis on native assets that feel less like tried-and-true ads, and more like content that sparks conversation, engagement and sharing, bringing PNC’s likeable personality to life in the context of everyday feeds.
“This is one of the smartest, not-so-smart ways of making money we’ve come up with,” said Arnold ECD James Bray. “Super unexpected but right there in front of all of us. To be honest, I would happily rename my kids “PNC One” and “PNC Two” if it means helping out with all these travel sports team expenses.”
The campaign will air nationally on broadcast channels and subsidiaries such as ESPN, CBS, ABC, NBC, FOX, Nick, Marquee Sports and the CW. Social media includes Meta, LinkedIn, and Pinterest. Naming Rights is the first of three-four waves of content rolling out this year and next.
