There is a time and place for brutal honesty, a time when you need unbiased advice.
Bank of Montreal needed to promote its new robo-service for investments called adviceDirect. For this, we created a series of spots featuring Gary, a man who is brutally honest, just like adviceDirect is with investments.
Below we see Gary in different scenarios where he's faced with being brutally honest.
BMO, The Bank in Your Pants.
The Problem:
Canadian Millennials see BMO as out of touch.
Insight:
If you’re a Millennial, your friends, your family, your life is really on your phone, in your pants.
Solution:
While most Canadian banks still make you come to them, BMO is right where you need us…in your pants.