Bank of America, the second-biggest U.S. bank, will unveil its new "Bank of Opportunity" campaign during the Academy Awards telecast Sunday. The spots, created by Omnicom Group agencies led by
BBDO-New York, are the first major marketing change for the company in four years and replace the "Higher Standards" campaign created in 2003 by a former agency.
In the first,
customers look through a window incorporated into Bank of America's logo and envision how the bank can help them with their goals. Another taps what the company calls a "longtime association" with
Hollywood and uses classic movie moments, like Sylvester Stallone's run up the steps of the Philadelphia Museum of Art in "Rocky."
The ads describe events "we live out every day of our lives at Bank of America," says Chief Executive Officer Kenneth Lewis. And B of A also says it's spending a record amount on the campaign, although it declines to give an exact figure.