As part of a $60 million brand advertising campaign, Bank of America is launching five new national TV ads that celebrate the company's sponsorship of the Olympic Winter Games, while using humorous
scenarios to get the message across. Launching nationwide on Nov. 19, the new ads feature stunt actors pretending to be Bank of America associates trying out for an Olympic Winter sport. While
promoting an innovative product or service (Photo Security Check Card and Credit Card, hassle-free mortgage, online banking), each ad shows an outrageous sport-mishap, such as a bobsledding team that
fails to jump on their sled in time. The message is that while the Bank of America associates may not be very adept in Olympic Winter sports competition, they do one thing well: banking. The ads will
run from mid-November throughout the 2002 Olympic Winter Games in Salt Lake City in February.
