Bank of America: “Life is better when we’re connected”

Bank of America has begun a whole new ad campaign that revolves around their new slogan; “Life is better when we’re connected.” Just six days ago Bank of America released several videos for their new campaign and the one called “Portraits” already has over 600,000 views on YouTube. The video starts off with an older couple taking a self-portrait in their living room and then it goes through the generations of families. As you watch the video and see the couple get younger and show their kids and grandkids it is not clear yet what is being advertised. Towards the end of the one-minute video Bank of America says, “We know we’re not the center of your life, but we’ll do our best to help you connect to what is” (Thielman 2013).

For a financial institution this is a very unique approach to advertising. Rather than boasting about their services and what they can do for their customers, they have virtually removed themselves from picture in this video. The spot is wonderfully made with great actors and an excellent director that shows the passing of time so well. This ad could have been for anything. Bank of America also has several other video ads that were released in conjunction with “Portraits” that do emphasize on their particular services more (Theilman 2013).

I believe Bank of America is making a great move with this new advertising campaign. Instead of bombarding customers and potential customers with tons of informative and persuasive ads that most people would probably forget they are taking a different and softer approach. As you watch the videos you can but help related to it. They are showing this family as it has gone through hard and good times and touches you. It does not touch you in sappy emotional kind of way, it reminds you of your dreams, your loves, your ups and your downs.

By Bank of America waiting till the end to let you know what the commercial is about it allows you to let your defenses down and get involved. After you have enjoyed that whole minute Bank of America reminds us how that in the background of life they have been there all along, helping make it all happen. This video is obviously using the reminding promotion objective.

I believe their using of reminding in their promotions is very effective and well done. As an existing customer of Bank of America watch that commercial they reminded of all the moments of life they’ve gone through and how Bank of America was always there and dependable. It also helps existing customers feel nostalgic about their bank, which is a very unique and strong feeling to feel about a bank. The other effect it has on their existing customers, it helps them feel proud of their bank and encourage their family members to use them as well.

For potential customers this commercial is very effective in that makes them think about their bank and how their relationship with it affects their family. As they sit there and watch the commercial I wonder if many of them will also have feeling nostalgia, but possible a nostalgia that they missed out on by not banking with Bank of America. I’m sure too that many of them will walk away remembering that commercial and how it impacted them much more than the informative commercials that are typical aired by other banks.

Bank of America’s new ad campaign that centers around connecting people is a powerful campaign that will remind their customers of why they are loyal to them and encourage them to continue to be so. Their “Portraits” video is very well done, well written and well executed and it surely generate pride in their customers and excite potential customers to go check out their banking services. As the story moves through generation to generation in the video, I’m sure almost everyone from all walks of life will be reminded of the importance of family and their relationship with their bank.


Thielman, Sam. “Ad of the Day: Bank of America.” AdWeek. Adweek, 10 Apr. 2013. Web. 11 Apr. 2013.

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