• by Fern Siegel , 6 hours ago

Wells Fargo's Super Bowl spot, created by BBDO New York, focuses on daily victories.

“Celebrating Every Win” looks at progress — hitting a savings goal or taking mom on a cruise — that ensures financial well-being.  The campaign, directed by Jess Coulter of O Positive, places customers' experiences at the center of the financial-services company's mission.

Greg Ketchum, ECD at BBDO NY, told Agency Daily: “Big life milestones can feel harder to reach these days, so people are redefining success — finding meaning in the smaller, personal wins that matter just as much. This campaign is all about celebrating those everyday achievements that deserve recognition. "SNL's" Marcello Hernandez and his Party Patrol bring that idea to life with humor, showing up to cheer customers on for their banking wins with Wells Fargo in a way that feels fresh, fun and totally unexpected.”

“Celebrating” launches with a first teaser now live on Hernadez’s TikTok channel. This is followed by additional 15-second and 6-second teasers, running across digital and social, along with a long-form 60-second spot.

A 30-second spot will run during the Super Bowl in select regional and Hispanic markets on NBC and Telemundo and will also launch nationally via a home-screen takeover on Samsung and the Roku platform. It appears that day on Netflix’s Top 10 Shows and on Peacock, which is streaming the Seahawks-Patriots game. TikTok, and Meta will connect with consumers leading up to, during and post-game.