PNC Bank is unveiling the next installment of its recent brand refresh, “Brilliantly Boring since 1865,” which boldly states what other banks won’t admit: Banking should be boring. Now, in two 30-second spots – “Finance Bro” and “Sir Ronald” – the 160-year-old brand is reminding Americans that the right money moves aren’t as risky as you think.
Created by AOR Arnold Worldwide, the humorous spots give a fresh spin on being “brilliantly boring with your money so you can be happily fulfilled with your life” by showing that you can still get the financial outcomes you want without being risky or overly aggressive.
With the rising cost of living and economic uncertainty still looming, financial goals can feel out of reach for many. Financial anxieties lead to impulsive, FOMO-driven behaviors that lose sight of a simple fact: the most brilliant money moves are often the seemingly boring ones. The next chapter of PNC’s Brilliantly Boring campaign spotlights the extreme lengths consumers feel they need to go to stay on top of their financial goals and presents a smarter alternative – banking with a steady and trustworthy partner like PNC Bank can help ease that burden.
In “Finance Bro,” a mom-turned-finance bro switches careers to make money for her kids’ weddings; and in “Sir Ronald,” a man builds a time machine so he can go back in time and buy the winning lottery ticket to fund his vacation. Both spots end with a PNC Banker who offers alternative, less aggressive investment and savings options.
“We’re excited to bring the next chapter of our Brilliantly Boring brand storytelling to life through ‘Finance Bro’ and ‘Sir Ronald,’” said Jenn Garbach, chief marketing officer, PNC. “These new TV spots showcase our core boring banking philosophy while allowing the fun and personality of our brand to shine through.”
Elements of the campaign include TV, CTV, digital (online video and display), social and audio. Havas Media, PNC’s Media AOR, handled the brand media strategy, planning and buying.
“We’re not here to shame audiences for experiencing financial FOMO. Or the questionable money moves that ensue. We’re here to extend a light-hearted hand to show them there’s a far less risky way to manage their money. A far more boring way,” said James Bray, EVP, executive creative director at Arnold.
The campaign represents the second wave of TV work for the brand since it appointed Arnold Worldwide as Marketing and Creative AOR in June 2023.
