Back by popular demand, Canadian comedic actor Jay Baruchel partners with RBC to develop a series of ads that illustrate the meaningful difference consumers experience when banking with RBC. Canadians have a very transactional relationship with their bank and have said talking finances can be intimidating. Using a familiar face, humour and simple language, RBC is committed to making banking approachable and helpful to solve everyday challenges and needs. In a series of 30 second TV spots and digital videos, the spots highlight RBC’s innovative products and services and how Canadians can experience the RBC difference.
“We’re back with Jay because we know he resonated with Canadians to deliver our message and encourage people to question the value provided by their bank” said Alan Depencier, Chief Marketing Officer RBC, Personal & Commercial Banking and Insurance…. “We made it bigger by expanding the campaign into Quebec and led with what the people want. You’ll see digital innovation that speaks to insights, investing and even buying a home, all with the same humour people have come to recognize.”
Many RBC clients grew up watching Baruchel on Popular Mechanics for Kids or know him for some of his movies like, This is the End, She’s Out of My League and How to Train Your Dragon. Leveraging the equity Jay has built with RBC, BBDO Toronto created a variety of spots that speak to the unique and innovative products offered by RBC – the 60s Mortgage Tool, NOMI in the RBC mobile app, MyAdvisor, Debit Card Lock and RBC Offers. The continuation of last year’s brand campaign is built around a series of spots ranging in length from 6 to 30 seconds. The spots leverage Baruchel’s personality and lean into his humour as he challenges audiences to question the value their bank provides in everyday relatable situations. Building off the positive momentum from the Jay Baruchel brand campaign, a unique campaign featuring local personality Marie-Soleil Dion was also created by BBDO Montreal for the Quebec market. Similar to the Jay creative, the Quebec campaign leans on Marie-Soleil’s personality to demonstrate the undifferentiated value RBC offers by highlighting the unique services available to clients, with a touch of humour.
In each of the spots, Baruchel or Dion entertain with their charming and unique style of comedy. In one :30 spot, Baruchel draws parallels on how pre-qualifying for a mortgage with RBC can be faster than cooking instant rice. In another spot, audiences see how easy it is to set and track goals using RBCs MyAdvisor. In one of the: 30s French spots, you see the excitement and delight when Dion realizes NOMI in the RBC mobile app automatically finds and saves money. Each of the spots features relatable experiences that showcase the innovation of RBC products, simplicity of offering and ease of working with RBC. For more information visit: rbc.com/difference
Credits: RBC Take 20
Client: Royal Bank of Canada
EVP, Chief Marketing Officer: Mary DePaoli
Chief Marketing Officer RBC – Personal & Commercial Baking and Insurance: Alan Depencier
VP Marketing, Digital, Payments, Cards & Banking: Jennifer Howard
Director of Brand Marketing: Jenna Metcalfe
Marketing Manager: Vanessa Pagliaroli
Agency: BBDO Toronto
SVP, Chief Creative Officer: Todd Mackie
SVP, Chief Creative Officer: Denise Rossetto
VP, Associate Creative Director: Joel Pylypiw
EVP, Head of Planning: Sarah Henderson
Copywriter: Jacob Pacey
Art Director: Brendan McMullen
Senior Producer: Terry Kavanagh
VP, Group Account Director: Kristina Hayes
Account Supervisor: Catherine Nickerson
Account Executive: Jia Cau
Account Coordinator: Jessie Durand
Production Company: Skin & Bones
Director: Matt Lenski
Producer: David Cranor
Director of Photography: Simon Duggan
Editorial Company: Saints Editorial
Editor: Griff Henderson
Assistant Editor: Morgan Campbell
Online: Fort York VFX
Flame Artist: Steve McGregor
Colour Grading: Alter Ego Post
Colourist: Eric Whipp
About RBC
Royal Bank of Canada is a global financial institution with a purpose-driven, principles-led approach to delivering leading performance. Our success comes from the 84,000+ employees who bring our vision, values and strategy to life so we can help our clients thrive and communities prosper. As Canada’s biggest bank, and one of the largest in the world based on market capitalization, we have a diversified business model with a focus on innovation and providing exceptional experiences to our 16 million clients in Canada, the U.S. and 34 other countries. Learn more at rbc.com.
We are proud to support a broad range of community initiatives through donations, community investments and employee volunteer activities. See how at rbc.com/community-sustainability.
About BBDO
BBDO (www.bbdo.ca) manages the communication needs of many of Canada’s largest and best-known brands and has consistently earned a creative reputation that places it among the top creative agencies in Canada. BBDO Canada is a subsidiary of BBDO Worldwide, which is part of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), a leading global advertising, marketing and corporate communications company.
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