In a new spot designed to highlight Wells Fargo's new security advancements, a dad is refused entry into his daughters' make-believe house, and eventually gets through by using the password, "Dad's coming in." It's a good thing all passwords aren't developed by young girls protecting their fairy caves, but the San Francisco-based bank gets that security is an issue its customers are facing.
"We have a brand with a heritage of security," said Jamie Moldafsky, chief marketing officer. "We know people's lives are busy and whatever we can do to make it safer and simpler is what they want and need." She noted that the emotional nature of the spot also resonated with the brand's customers.
The 30-second spot, which debuted in late May, is the latest effort from the 164-year-old Wells Fargo, which pushes a "Together We'll Go Far" message in its marketing. The company has also reprised some of its commercials, including a small business owner who wears many hats in his company, from last spring as part of the new push.
In a first, Wells Fargo will also roll out seven 15-second digital spots as part of the new push "to reflect the reality that a lot of these are being seen in digital formats," explained Ms. Moldafasky.
In July, the bank will debut a corporate advertising campaign in an attempt to highlight its philanthropic endeavors in communities. The bank is also pushing a "Transparency" message in some marketing in order to help customers better understand the role a bank can play in their everyday lives.
Ms. Moldafsky declined to say how much Wells Fargo is spending, but noted that the corporate campaign, new spots this spring and "Transparency" messaging all push the bill higher than last year. In 2015, Wells Fargo spent $132.1 million on measured media in the U.S., according to Kantar Media.
The bank recently reported quarterly revenue of $22.2 billion, a 4% increase over the year-earlier period and a profit of $5.5 billion.