BMO introduces “New Girl” actor Lamorne Morris as its new spokesperson in its latest campaign created by FCB. Over the course of the campaign, Lamorne will play a BMO employee, showing up with his Help Desk in unconventional settings to provide people with helpful advice whenever, wherever they need it. Situations range from date night at a restaurant to a couple relaxing in a pool.
“At BMO, we’re committed to helping our customers on their terms, in a human and personal way. This work brings that idea to life through Lamorne’s friendly, go-out-of-his-way-to-help approach and the humor of the help desk appearing in unexpected situations,” said Jennifer Carli, VP North American Brand & Enterprise Content, BMO Financial Group.
The campaign builds on the brand’s existing BMO Effect work, emphasizing the bank’s commitment to customer service and digital innovation.
“As we looked for a character to personify the brand, we needed someone who was approachable and witty, but also trustworthy. For us, Lamorne was the perfect choice,” said Nancy Crimi-Lamanna, CCO, FCB.
The campaign begins March 25 in the U.S. with two TV spots starring the Chicago native. The first ad promotes high-interest savings. The second spot, which promotes the BMO Harris Smart Advantage Account, will air in May, when the spots will also debut in Canada with an ad promoting the Cashback Mastercard. The campaign will be amplified digitally and on social media.
Client: BMO
VP North American Brand & Enterprise Content : Jennifer Carli
Director, U.S. Brand and Sponsorships Advertising: Michael Sanders
Director, Canadian Brand and Sponsorships Advertising: Deny Soto
Senior Advertising Manager: Shelley Johnsen
Assistant Advertising Manager: Geoff Hutchinson
Creative Agency: FCB Canada
Chief Creative Officer: Nancy Crimi-Lamanna
Broadcast:
Group Creative Directors: Andrew MacPhee & Jeremiah McNama
Art Directors: Michael Morelli & Ben Playford
Copywriters: Austin Marrow, Marty Hoefkes, Josh Haupert
Digital:
Group Creative Directors: Andrew MacPhee & Jeremiah McNama
Art Directors: Sanna Kula, Perle Arteta & Gira Moin
Copywriters: Scott Sickle, Sara Radovanovich & Nimy Leshinski
Agency Producer: Anne-Marie Martignago
VP, Managing Director: Tracy Little
VP, Group Account Director: Erin Howes
Account Director: Allison Lochhead
Account Executive: Ali Gayowski
Project Manager: Elizabeth Lane
Chief Strategy Officer: Shelley Brown
Planning Director: Eryn LeMesurier
Production
Production House: Steam Films
Director: Benji Weinstein
DP: Brian Newman
Executive Producer: Krista Marshall
Producer: Andrew Graham
Production Manager: Alan Kuipers
Editing House: Saints Editorial
Editor: Aaron Dark
Producer: Tory Osler
Assistant Editor: Kelsey Dale-McGrath
Online: Alter Ego
Artist: Eric Perrella
Producer: Pallavi Joshi-Firby
Casting House: Powerhouse Casting
Casting Director: Tristan Abraham & Andrew Hayes
Audio House: Apollo Studios
Music Director: Daenen Bramberger
Executive Producer: Tom Hutch
Engineer: Ethan Myers
Media Agency: UM
Manager, Connection Planning: Katey Gault
Manager, Portfolio Management US: Nicholas Pantano
Director, Connection Planning: Lily Tran
Partner, Portfolio Management US: Andrea Hable
Manager, Investments: Jonathan Ross
Senior Buyer, Investments: Shadab Zaman
Partner, Integrated Investments US: Jennifer Lyon
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