The parting of ways between client and ad agency has become an all too common occurrence in the ad industry. It’s quite possible the new “Helpful Steps” campaign launching this week from Element 79/Chicago for BMO Harris Bank could be the agency’s last major effort for one of Chicago’s premier financial institutions.
BMO Harris Bank announced several weeks ago that it was beginning an agency review. The BMO Harris account has been at Element 79 for more than five years. The review is said to have been initiated primarily by the new marketing powers at BMO Harris’s parent, the Bank of Montreal in Toronto.
As is quite often the case now in the advertising world, new marketing honchos with some power want to put their stamp on just about everything over which they have control. So BMO Harris is doing the review.
BMO Harris said to want to keep account in Chicago
Sources say the bank, which is keeping details of the review to itself, has already done a first round of agency eliminations. No more than three or four shops are believed to still be in the running.
BMO Harris reportedly would like to keep its ad account in Chicago. If so, that would take several shops out of the running because of existing conflicts. In any event, BMO Harris is said to want a new agency in place by year’s end.
Meanwhile, that leaves us with the pleasingly-understated “Helpful Steps” campaign to consider. If there has been one thing that has stood out about Element 79’s work for BMO Harris in recent years, it would be the lovely, low-key nature of the work.
We especially remember the expansive “We’re Here To Help” campaign that did a wonderful job of underscoring BMO Harris’s reason for being, while providing added value in the form of information that could actually be useful to Chicago residents. That work was all shot in Chicago, which made it seem genuinely about the city and the bank that wants to serve this community.
Three spots are ‘worthy of commendation’
The new “Helpful Steps” campaign, an extension, really, of the “We’re Here To Help” theme, was filmed entirely in Chicago as well, using local actors.
And it would be impossible to distinguish this well-directed and acted BMO Harris work from that produced by the many Chicago agencies that insist on schlepping to the east or west coast to shoot their commercials.
Each of three new TV spots in the “Helpful Steps” campaign shows a slice-of-life moment that suggests many kids simply have no clue about money — how important it is to a family, how it is made or how to smartly conserve it as we go through life.
One spot called “Crane” shows a couple of kids repeatedly inserting dollar bills into a vending machine to try and retrieve a specific toy they want. A father and his two sons look on as the boys go on their little spending spree totally oblivious to the money being wasted.
In “Money Tree,” another sweetly-realized spot, a young girl is seen digging a hole in the front yard of the house where she lives. She carefully places some money in the hole, covers it up and proceeds to water the cash. Observing this money planting moment, the girl’s mother happens to gaze up at the heavens where a sky sign conveniently appears to ask the question: “Do your kids know where money comes from?”
Yet a third spot called “Trade” has a father shaking his head in disbelief as he learns the disconcerting news that his son has traded his trusty bike for the fleeting joys of a fast-melting popsicle.
There is absolutely nothing flashy or over-the-top about any of these three spots. Nothing in your face or hugely insulting to the intelligence. For these reasons alone, this Element 79 work for BMO Harris is worthy of commendation.
Too many advertisers long ago decided it was okay to do whatever is required to force viewers to “notice” their commercials. This “Helpful Steps” campaign is a great reminder that simple, straightforward storytelling is always the best way to convey a marketing message.
Whether or not Element 79 retains the account, we hope BMO Harris doesn’t forget this important point.
Agency credits: ECD, Canice Neary; CD, Alan Spindle; copywriters, Justin Frosolone, Alana Beseau; art directors, David Boensch, Kate Napleton; producers, Cheryl Lindquist, Ali Dolan.
Production credits: Production company, Moxie Pictures, EP, Sam McGarry; postproduction, Optimus, editors Craig Lewandowski, Ruben Vela II; sound designer/engineer, Joel Anderson; music, Nylon.
Contact Lewis Lazare at LewisL3@aol.com.
