Bank of America Launches $60 Million Branding Campaign

By Nov 19, 2001

Bank of America today debuted five national TV ads as part of a $60 million brand advertising campaign.

The ads uses humor to get the message out that Bank of America is a sponsor of the Olympic Winter Games. The spots feature stunt actors pretending to be Bank of America associates trying out for an Olympic winter sport with offers for various products and services such as the photo security check card or credit card.

Each ad takes on 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 are good at banking.

The ads run from mid-November throughout the 2002 Olympic Winter Games in Salt Lake City in February. The spots will run for 13 weeks on regional networks, with a particularly strong emphasis in markets in the 21 states and the District of Columbia where Bank of America has banking centers.

A simultaneous print campaign will run in such publications as USA Today, Fortune, Sports Illustrated, Time, Newsweek, Food & Wine, Home & Garden, and Martha Stewart Living. Adaptations of the print ads also will appear on out-of-home billboards and Internet channels such as USAToday.com.

Bozell, New York, the advertising agency that developed both the television and print ads, is the agency of record for Bank of America.