In its new campaign, U.S. Bank asks viewers to imagine a future, whether it is a “New Home” that doesn’t quite exist yet or a “Restaurant” that is going to be created out of a dusty industrial space. The tagline for the campaign is “The Power of Possible.”
The message that America’s fifth-largest commercial bank is hoping to send is that it is ready “to support people early on, when they’re wondering and planning and hoping to do something,” said Marty Senn, chief creative officer of agency Carmichael Lynch, to Adweek.
“You’re usually there—doing business with a bank—because of something that’s very personal and important to you, but a lot of that’s missing from work in the category.”
U.S. Bank went out on a limb to give the go-ahead to the ads that use special effects to help viewers imagine what could be there rather than actually showing them what the spaces become, but the company is enthusiastic about the message.
“From 19th century pioneers to 21st century entrepreneurs, US Bank has always focused on helping customers achieve financial success and security,” said Richard Davis, chairman and chief executive officer of U.S. Bancorp, in a press release. “Since the day we opened our doors, our employees have been passionately making possible happen for our customers, communities and each other. Today we are formalizing it by introducing the Power of Possible.”
According to the Minneapolis Star-Tribune, this is the company’s “most extensive brand-building campaign to date.” The campaign will also have radio and newspaper ads as well as social media engagement and digital elements. The only thing that won’t change is the bank’s logo but consumers will also feel the change at the brand’s more than 3,000 locations nationwide as well.