Let’s face it: People are still pretty pissed at banks. It’s been four years since the entire sector melted down, and nobody’s really in the mood yet for getting all ha-ha with their bank. Mostly, we want them to stop screwing up and get back to, you know, keeping our money safe. Sovereign Bank didn’t get the memo. It has decided that it can carve out a role as the comedian among the gray ranks of consumer bank monoliths like Bank of America, Chase and Citibank. Sovereign released this very cute video of a baby grocery shopping with one of those mini kid grocery carts. It definitely has the cuteness factor for viral lift. I’m kind of confused about what this has to do with Sovereign Bank, other than maybe making people feel warm and fuzzy. If you take a look at its YouTube channel, it looks like the brand has recently added quite a few funny, viral-style videos (like this stop-motion money and this cat with gold coins) along with a few funny TV spots. Is America ready for a cute and funny bank?
More in Marketing
Future of Marketing Briefing: Accenture’s Whalar bet: own the room when creator marketing gets complicated
The Whalar deal is Accenture running the same play it ran on programmatic — only this time it got there earlier.
How DUDE Wipes turned to unconventional sponsorships after sports inventory prices surged
As sports sponsorship costs rise, brands like DUDE Wipes are turning to emerging leagues and unconventional placements.
Agency AI pitches are starting to face harder questions
As agencies race to sell proprietary AI the future of marketing, 3C Ventures argues advertisers need more proof.