National TV spot focuses on longtime strategy
that has fueled coast-to-coast expansion
PITTSBURGH, March 18, 2024 /PRNewswire/ -- PNC Bank ("PNC")
debuted today its new Brilliantly Boring℠ brand campaign, a
humorous and self-deprecating nod to the strategy that has fueled
its growth for nearly 160 years. The campaign — which kicks off
today with the launch of a national TV spot — focuses on how the
reliable and responsible way the company operates helps lead to
exciting and fulfilling outcomes for its customers and
communities.
"Our work is focused on being reliable and trustworthy," said
William S. Demchak, chairman and
chief executive officer, PNC. "In a frenetic industry that
sometimes chases shiny objects, we've grown our business by
focusing on the essential financial needs of customers, patiently
nurturing relationships over generations and delivering results. We
believe this 'boring' approach positions us extremely well for
growth opportunities on the horizon."
From its roots in Pittsburgh in
1865, PNC has expanded to become one of the largest commercial
banks in the U.S. with approximately $562
billion in assets and 2,300 branches across its
coast-to-coast footprint.1 In February 2024, the company announced plans to
invest approximately $1 billion in
its branch network to open more than 100 new locations and renovate
more than 1,200 existing locations through 2028.
"From our branches to our digital capabilities, we're investing
heavily across the bank so we can show up for our customers where
they need us," said Alex Overstrom,
head of PNC Retail Banking. "Every day, we help customers take
basic steps, such as saving money, planning investments or taking
out a loan. Those steps aren't always thrilling — but they can lead
to our customers' greatest adventures, passions or
successes."
The campaign's first TV spot — "Boring is Essential" — describes
how 'boring' is the foundation for everyone's most exciting
milestones – from planning a vacation to buying a house. "Boring is
the unsung catalyst for bold," the ad tells viewers. "What straps
bold to a rocket and hurtles it into space? Boring does." And while
consumers may look for excitement in many facets of their lives,
most prefer their bank to be predictable, reliable and — ultimately
— 'boring' with their money.
"Whether you're a first-time saver or treasurer of a large
corporation, you want your bank to be a responsible steward of your
money," said Amanda Rosseter, chief
communications and brand officer, PNC. "We wanted to create a
campaign that is authentic to who we are — and emphasizes the
steady approach to banking that has distinguished PNC for more than
a century."
PNC collaborated with Arnold Worldwide ("Arnold"), a Havas Creative Group Company, in
the creation and execution of the campaign. PNC announced
Arnold as its integrated marketing
and advertising agency of record in June
2023.
"We have a creative powerhouse with the team at Arnold," said Jenn
Garbach, chief marketing officer, PNC. "Our partnership has
been instrumental in developing this breakthrough creative concept
that will help propel our brand forward in a bold way. We are
confident the new 'Brilliantly Boring' campaign will leave a
distinct and lasting impression in the minds of consumers."
PNC Bank, National Association, is a member of The PNC Financial
Services Group, Inc. (NYSE: PNC). PNC is one of the largest
diversified financial services institutions in the United States, organized around its
customers and communities for strong relationships and local
delivery of retail and business banking including a full range of
lending products; specialized services for corporations and
government entities, including corporate banking, real estate
finance and asset-based lending; wealth management and asset
management. For information about PNC, visit www.pnc.com.
CONTACTS
MEDIA:
Timothy
Miller
(412) 762-4550
media.relations@pnc.com
INVESTORS:
Bryan
Gill
(412) 768-4143
investor.relations@pnc.com
1 Data as of December 31,
2023
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SOURCE PNC Bank