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BMO breaks new campaign

BMO Financial Group has begun a new campaign in the United States developed by FCB Canada. The campaign will launch in Canada in May. The effort features actor Lamorne Morris as a banker operating a help desk in unconventional settings such as a restaurant and a swimming pool. The US campaign includes two television commercials, accompanied by digital and social media elements. It promotes the bank’s high-interest savings account, the BMO Harris Smart Advantage account and its cash-back Mastercard.

“At BMO, we’re committed to helping our customers on their terms, in a human and personal way,” said Jennifer Carli, vice-president of North American brand and enterprise content at BMO. “This work brings that idea to life through Lamorne’s friendly, go-out-of-his-way-to-help approach and the humor of the help desk appearing in unexpected situations.”

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