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RBC breaks Take 20 campaign

The Toronto-based Royal Bank of Canada has begun a new advertising campaign called "RBC Take 20." Developed by BBDO Toronto, the campaign is intended to promote the bank's products and services to a primarily millennial-aged audience. The creative seeks to use comedy as a way of presenting the bank as "relevant and approachable." It promotes services including the online MyAdvisor tool and its NOMI Find & Save mobile application. The ads use the copy, "Take 20 minutes with RBC" and feature comedic actor Jay Baruchel in a series of executions from six- to 30-seconds in length.

"Many younger consumers tend to have a transactional relationship with their bank, but real financial advice can make a big difference and help Canadians transform how they manage their finances," said Alan Depencier, chief marketing officer for personal and commercial banking and insurance at RBC. "We can't take ourselves too seriously, and partnering with Jay allows us to connect our brand to our target in an authentic manner, with a touch of humour in an occasionally serious category. Finding a fresh and unique voice allows us to cut through the acronyms and financial jargon, and get straight to that goal."

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