Sometimes the best branding takes you by surprise
We all know Chase, the gigantic financial organization. Chances are good that you bank with them, use one or more of their credit cards, or are somehow touched by their extensive reach. Now while many financial branding and marketing campaigns are boring at best, this new commercial from Chase captures the viewer by surprise. And if a financial ad featuring Shaggy’s “Boombastic” as the soundtrack for a pig being walked on a leash by a funky older couple doesn’t get your attention (and make you smile), then I don’t know what will.
There are so many great nuggets in this spot that I just want to watch it over and over again. (That’s something I’ve never said about an ad for a financial institution.) Why? The branding doesn’t become apparent until after 30 seconds, allowing the viewer to sit back and enjoy the zaniness. Then, after our brains have enjoyed trying to figure out what the heck is going on, pow! We get served up a message that lets us know Chase has retirement solutions for the way anyone chooses to live their lives – even those who choose unusual pets.
In an age when we can’t hit the “skip” button on video ads fast enough, Chase has found a way to stand out. The truth is, we still want to be adver-tained. But the branding can’t be the dominant message. Get emotional with consumers, hit on something fun and unsuspected. Then, instead of being closed off and counting down the seconds to skip your paid messaging, we’ll be open to whatever it is you have to say. Well done, Chase. Perhaps I’ll switch to your bank. And perhaps I’ll get a pig…and name him Mr. Fantastic.
