Comments on: Pancakes = Opportunities + Optimism

By: The Financial Brand » Defending BofA’s embattled brand

The Financial Brand » Defending BofA’s embattled brand — Mon, 24 May 2010 14:09:44 +0000

[...] for Bank of America (which really isn’t all that often), the approach is practical, with messages striking the right tone, acknowledging the industry’s mistakes, and spelling out how BofA is fixing what went [...]

By: The Financial Brand » Blog Archive » BofA shifts $40M campaign from brand to products

Mon, 02 Nov 2009 17:42:15 +0000

[...] campaign’s product focus is a big shift away from the brand ads BofA has been running for the last few years. Perhaps the bank is feeling pressure on its bottom [...]

By: Rebecca

Rebecca — Fri, 24 Jul 2009 16:59:02 +0000

The copy for this ad is great, especially with the picture of the doctor, suggesting a long hard night of heartbreak. However after you-tubing the ad, I can’t help but feel as if the emotional pull on this particular ad was lost with the music. The pictures of people sleeping show comfort where I believe the ad suggests dis-comfort. The idea is amazing, but the spot itself was cliche.

By: The Financial Brand » Blog Archive » BofA feels bullish with new ads

The Financial Brand » Blog Archive » BofA feels bullish with new ads — Wed, 22 Jul 2009 15:50:35 +0000

[...] BofA didn’t waiver with its advertising and marketing efforts. The bank kept its optimistic “Opportunities” campaign running on TV with a healthy media budget, and has vigorously defended its massive sports marketing [...]

By: Jeffry Pilcher

Jeffry Pilcher — Tue, 11 Nov 2008 16:49:17 +0000

Thanks for the comments Craig and Joe. Martin Bishop at Landor (arguably the world's premiere branding firm) thinks BofA was premature with the spot, since we haven't hit bottom yet. He also draws some parallels with Obama's messaging in the comments below the article.

By: Craig Loo

Craig Loo — Mon, 10 Nov 2008 20:45:07 +0000

Would really like to see the ad. On a side-note, I checked out some more of BBDO’s work – they do some really nice stuff for all industries. The most salient feature I noticed in many of their ads is that they haven’t forgotten the appeal of emotional pull and the time-honored method of achieving it – telling a story.

I suppose that ties in nicely with your and Joe Seale’s recognition of the power of the positive message. It can be very reassuring.

By: Joe Seale

Joe Seale — Mon, 10 Nov 2008 16:26:18 +0000

This message reminds me of the Ronald Regan ’84 campaign: “Morning in America” that gave calm to potential voters worried about the early 80s recession. Arguably one of the most effective political ads ever made. (at least accourding to Wikipedia:
http://en.wikipedia.org/wiki/Morning_in_America

Think it’s a coincidence that Obama’s campaign logo resembles a sunrise?