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BMO breaks basketball-themed campaign

BMO Financial Group has begun a new advertising campaign this week tied to its sponsorship of NBA Canada and the 2016 NBA All-Star Game. Developed by FCB Toronto, the one-week campaign consists of a 45-second television commercial and a series of seven online videos. The creative features a talking basketball called the BMO Ball-Star. The commercial will air on TSN, Sportsnet and NBA TV. The effort also includes digital and social media elements, in-branch materials in Toronto, and a three-metre-high bank machine at First Canadian Place.

"We set ourselves apart through the feelings we create for our customers at every touchpoint, including at the NBA All-Star Game," said Connie Stefankiewicz, chief marketing officer at BMO Financial Group. "Part of bringing a human touch to banking is understanding where people are at and what they are feeling at a given moment. The BMO Ball-Star campaign is a celebration of the energy and intensity of NBA basketball at it's best. Capturing that excitement and connecting people with it is a great example of the BMO Effect."

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