Created by Leo Burnett in partnership with Groupe Connect—Leo Burnett’s first work for Bank of America—this spot is a lesson in how creative decisions can work in service of the message it imparts.
The spot shows familiar sights throughout American households and neighborhoods, as the sound of string instruments swells behind a powerful statement.
“The idea was simple: deliver a commencement speech to America. An inspiring message to the entire country—its people, communities and businesses to remind them of their resilience, ingenuity and capacity to move forward, no matter what,” said Liz Taylor, CCO of Leo Burnett Worldwide.
“The resonant voice of Oscar-winner Viola Davis, beautiful scenes of light returning to our favorite places, a new interpretation of the age-old gospel song, ‘This Little Light of Mine.’ I can’t think of a better, more stirring way to commence this next stage in all our lives, and to commence our new relationship with Bank of America.”
“Viola Davis said it best: ‘How far we’ve come isn’t even close to how far we’ll go.’ The future holds so much promise, and Bank of America wants that promise to live with everyone—all communities, all across the country,” said Meredith Verdone, CMO of Bank of America.
“This season of Commencement seemed like the perfect metaphor for where we stand today, and where we can go from here.”
And it is for that reason, Reel Chicago has chosen this as our Reel Ad of the Week.
Global Chief Creative Officer : Liz Taylor
Creative Directors: Andre Santa Cruz and Caio Batista
Executive Creative Director: Sue Desilva
Global Chief Strategy Officer: Mick McCabe
Executive Vice President, Director of Strategy: Nicole Hayes
Senior Vice President, Strategy Director: Dominic Hanley
Executive Vice President Business Leadership: Debbie Myszynski
Vice President/Group Director Business Leadership: Audra Curran
Account Director: Leti Freytes
Executive Producer : Ashley Geisheker
Senior Producer: Kimberly Cowie
Project Management: Keaton Wilson
Creative Resource Director: Nancy Parnell
Celebrity Services: Peggy Walter
Senior Vice President, Activation Director: Dan Bruinsma
Vice President Media Account Director: Ryanne Bianchini
Associate Media Director: Nicole Fosco
Editorial : Work Editorial
Editor : Rich Orrick
Color and Finish : Harbor Picture Co.
Colorist: Elodie Ichter
Music: KO Music
Composer: Philip Kay
Sound Mixing: Harbor Picture Co.
Engineer: Mark Turrigiano
PRODUCTION COMPANY – RATTLING STICK US:
Ringan Ledwidge, Director
Joe Biggins, Partner/Executive Producer
Jeff Shupe, Executive Producer
Richard McIntosh, Head of Production
Joey Zadwarny, Line Producer
Sean Curtis, Associate Producer
Sean Sullivan & Marni Halliburton, Sales (Collective Mgmt)
Adam Arkapaw, DOP
Justin Charbonnet, 1st Assistant Director
Devon Wright, Production Supervisor
Bailey Padgett, Asst. Production Supervisor