Wells Fargo Tries to Strike Emotional Chord With Consumers In New Ad
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Most financial services companies approach advertising by talking about no-extra fees, low-interest rates and other product offers. But, Wells Fargo is taking a departure from that tack, in the hopes its new campaign will tug at consumers’ heartstrings.
The financial services firm has launched a TV commercial that depicts historical moments in time, from the Wright brothers’ first flight to Rosa Parks’ refusal to give up her seat. There are also touching moments, like a 29-year-old woman hearing her voice for the first time, a blind man climbing a mountain and a mother with her newborn. Woven throughout the 60-second spot is the idea that great things can happen when people talk. The spot concludes by saying, “So start a conversation today, the possibilities are endless.”
Wells Fargo’s chief marketer Jamie Moldafsky said the ad is repositions the brand, which would typically focus on more tangible products and solutions. “What’s different about this campaign is it’s about an idea and the power of that idea,” she said. “What people are looking for is friendly conversation with someone they trust. …That idea resonates strongly given the environment we’re in.”
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