Actor Lamorne Morris gets behind the desk as helpful BMO banker
BMO launches a new face in its evolution of the BMO Effect
March 27, 2019, Chicago – Today, 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 a 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
About BMO Financial Group
Serving customers for 200 years and counting, BMO is a highly diversified financial services provider – the 8th largest bank, by assets, in North America. With total assets of $807 billion as of January 31, 2019, and a team of diverse and highly engaged employees, BMO provides a broad range of personal and commercial banking, wealth management and investment banking products and services to more than 12 million customers and conducts business through three operating groups: Personal and Commercial Banking, BMO Wealth Management and BMO Capital Markets.
About FCB Global & FCB Canada
FCB (Foote, Cone & Belding) is a global, fully-integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). With operations in Toronto and Montreal that include FCB Health (healthcare marketing), Fuelcontent (content creation), FCB/SIX (CRM) and Segal, (licensing); FCB Canada was named Digital Agency of the Year in 2016, 2017, and 2018 by Strategy and is the most awarded Canadian creative agency at Cannes Lions 2017 and 2018 (winning 23 Lions). FCB Canada is proud to serve some of the world’s most admired brands including Air Canada, BMO, BMW, Beiersdorf, Clorox, Destination Ontario, Mondelez International, the Ontario Lottery and Gaming Corporation (OLG), and The Home Depot. To learn more about FCB Canada visit fcbtoronto.com or fcb.com and follow us on Twitter and Instagram: @FCB_Toronto.
Comments