• by Fern Siegel , August 29, 2024

PNC Bank knows smart financial moves are essential, but stresses it can be done without undue risks.

That theme is part of the ongoing “Brilliantly Boring since 1865” campaign, which just released its latest iteration.

The new 30-second spots, by Arnold Worldwide, the bank's AOR, takes a humorous shot at prepping for a secure financial future.

In “Finance Bro,” an obsessed mother switches careers to make money for her kids’ weddings, while “Sir Ronald” features a man who built a time machine to purchase a winning lottery ticket.

Both ads end with a PNC banker suggesting less aggressive savings options. The goal is to calm the money anxieties that lead people to impulsive behaviors.

Havas Media, PNC’s media AOR, handled media strategy, planning and buying.

The cross-platform campaign includes TV, CTV, digital (online video and display), social and audio.

“We’re not here to shame audiences for experiencing financial FOMO. Or the questionable money moves that ensue. We’re here to extend a lighthearted hand to show them there’s a far less risky way to manage their money. A far more boring way,” said James Bray, EVP/executive creative director at Arnold.

Arnold Worldwide was named marketing and creative AOR in June 2023. This is its second wave of TV work for PNC. The agency's client work also includes Progressive, Sam's Club and Aura.