BMO launches a new face in its evolution of the BMO Effect
CHICAGO (March 27, 2019) — Today, BMO introduces “New Girl” actor Lamorne Morris as its new spokesperson in its latest campaign created by FCB. Over the course of the campaign, Lamorne will play a BMO employee, showing up with his Help Desk in unconventional settings to provide people with helpful advice whenever, wherever they need it. Situations range from a date night at a restaurant, to a couple relaxing in a pool.
“At BMO, we’re committed to helping our customers on their terms, in a human and personal way. 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,” said Jennifer Carli, VP North American Brand & Enterprise Content, BMO Financial Group.
The campaign builds on the brand’s existing BMO Effect work, emphasizing the bank’s commitment to customer service and digital innovation.
“As we looked for a character to personify the brand, we needed someone who was approachable and witty, but also trustworthy. For us, Lamorne was the perfect choice,” said Nancy Crimi-Lamanna, CCO, FCB.
The campaign begins March 25 in the U.S. with two TV spots starring the Chicago native. The first ad promotes high-interest savings. The second spot, which promotes the BMO Harris Smart Advantage Account, will air in May, when the spots will also debut in Canada with an ad promoting the Cashback Mastercard. The campaign will be amplified digitally and on social media.
View the first spot, Vacation, here.
About BMO Harris Bank
BMO Harris Bank provides a broad range of personal banking products and solutions through nearly 600 branches and fee-free access to over 40,000 ATMs across the United States. BMO Harris Bank’s commercial banking team provides a combination of sector expertise, local knowledge and mid-market focus throughout the United States. For more information about BMO Harris Bank, visit the company fact sheet. Accounts are subject to approval. BMO Harris Bank N.A. Member FDIC. BMO Harris Bank is part of BMO Financial Group, a highly diversified financial services provider with total assets of CDN$807 billion (as of January 31, 2019), and more than 45,000 employees.
About FCB Global & FCB Canada
FCB (Foote, Cone & Belding) is a global, fully-integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). With operations in Toronto and Montreal that include FCB Health (healthcare marketing), Fuelcontent (content creation), FCB/SIX (CRM) and Segal, (licensing); FCB Canada was named Digital Agency of the Year in 2016, 2017, and 2018 by Strategy and is the most awarded Canadian creative agency at Cannes Lions 2017 and 2018 (winning 23 Lions). FCB Canada is proud to serve some of the world’s most admired brands including Air Canada, BMO, BMW, Beiersdorf, Clorox, Destination Ontario, Mondelez International, the Ontario Lottery and Gaming Corporation (OLG), and The Home Depot. To learn more about FCB Canada visit fcbtoronto.com or fcb.com and follow us on Twitter and Instagram: @FCB_Toronto.