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I think it’s a really great ad.
I also think Canadian banks are really predatory.
No ad is gonna fix that.
Her performance is really solid. Nice directing and/or casting.
I usually don’t love bank ads, but have to admit, this one stuck with me. Protagonist felt real (for once). The insight is meaningful and timely. Hope this sets a new tone for bank work coming out… would love more of this and less of the wallpaper thats out there.
Do u wish it was 5 minutes longer tho
Pro
"Scotiabank now allows you to pay your mortgage with vibes"
I’d say that bank would get my business, but even my vibes are low these days. 😂
It’s tone def. As was last years execution. Don’t tell me I’m how well off I am when I’m struggling to get by and your a bank that posts billion dollar profits and is currently giving massive end of year bonuses to the executive team as you launch this. It’s well executed for sure, but it comes off as rich people gaslighting middle and low income to me.
‘You make so much more than money.’ From a company that wants your money because they’re in the business of money
Best Canadian ad in a long time. Bank or no bank.
Ok Mike
Seems exactly the right cultural moment to acknowledge that people don’t feel money rich.
They originally launched “You’re Richer Than You Think” when the market was tanking back in the early oughts, so the fact that they’re bringing it back now in a way feels like a harbinger of economic doom more than anything else.
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The Who’s Baba O’Reilly is the biggest inside joke of this whole thing.
Isn’t the campaign tagline here just basically “You’re Richer Than You Think” stated another way?
I remember some of the past work against this platform, which was also around shifting the definition of “richness” away from a money context. It did bring a touch of humanity to the category then, too. Execution was very different but the thrust of it felt similar. I do like the jumping off point here of the TikTok content bucket though.
The Will Arnett stuff’s brutal but having worked on RBC for many years, I can confirm that the level of client interference is egregious on that account.
Account manager u ok?
Of course not. I work in advertising.
Richer than you think is horribly tone deaf. I thought so when they launched it 😬
I really hope no one from this creative team jumps ship to oversee TD at Leo.
That bad eh
On the contrary, feels appropriate for the current climate to me.
The YRTYT platform was originally designed in the early oughts to help the brand weather a big recession. The fact that they’re bringing it back now is not exactly comforting baring this context in mind.
It’s giving Intuit TurboTax “The Year of the You”.
Enthusiast
they vibing like they Bank of Dave
Why?
Because lots of people are struggling to afford daily life. It feels insincere to me but I realize being in the industry most real customers probably don't see it the same way.