Scotiabank begins Intrusive Thoughts campaign
By Derek Winkler
Scotiabank has begun a new advertising campaign called “Intrusive Thoughts.” Developed by Rethink, the campaign promoted the bank’s investment services. It features a 30-second commercial depicting a woman who cannot concentrate on a yoga class because of financial worries. The ad seeks to convey that such worries can be eased by getting advice from Scotiabank’s Smart Investor service. The campaign also includes 15-second television and radio commercials, as well as digital and out-of-home advertising. Media work is being handled by PHD.
“Headlines about the economy often forecast uncertainty, doom and gloom,” said Crystal Sales, group strategy director at Rethink. “These worries show up in our daily lives, distracting us from important moments, and especially the moments where we’re supposed to be most at rest. But investing can be an antidote to that, to feel more secure about achieving short and long-term financial goals, like saving for family vacations, covering school tuition, owning a home or investing for retirement.”