De Niro Critiques His Own Movies In New Santander Spot

Stars In TV Ad By Arnold Promoting Rebranding From Sovereign Bank

Published On
Nov 06, 2013

Editor's Pick

Arnold Worldwide scored Robert de Niro to star in this spot for Santander, promoting the bank's rebranding from Sovereign Bank. Promoting the bank's customer rewards for opening a checking account, it suggests a movie marathon on Robert De Niro movies with the actor himself. De Niro spoofs himself beautifully, with funny touches such as stopping to take a call from "Marty" (who turns out to be his plumber).

Santander has said that it will spend $200 million on the U.S. rebranding campaign, and has also donated $100,000 to help restore the Hatch Memorial Shell on the Charles River Esplanade and signed on as the official bank sponsor of the Philadelphia Eagles football team. In other countries, Santander (originally Spanish) sponsors Formula 1 racing teams and soccer tournaments.